Discover how GenuTrace is making headlines for its groundbreaking work in supply chain traceability and material authentication. Explore featured articles, media coverage, and industry recognition.
Tariffs aside, MeiLin Wan, founder and CEO of supply chain traceability consultancy GenuTrace, wouldn’t be surprised if some of this new Customs might is used to step up rules already in place. Take for instance, the origin rules in existing agreements. Plus, CBP hasn’t leaned into audits related to UFLPA but that too could come to pass.
“They can request at least up to five years of records. They haven’t pulled that trigger on any of these companies yet, but there are a lot of things that the government can do now,” she said.
Already, she’s heard from CBP that the agency has invested in audits in CAFTA-DR mills, visiting in person and going through the books over the last year. “Maybe that will be the roadmap. Maybe they’ve learned a lot from that process that they can apply to specific language around these other rules of origin,” she said.
The Textile Innovation Podcast speaks with MeiLin Wan, founder and CEO of GenuTrace.
The US-based consulting business provides advisory services in supply chain traceability, brand protection and product authentication. Using multi-proof point technology, from forensic testing to digital tools, companies can back up sustainability claims with science-based evidence.
Across fashion, agriculture, beauty, and even automotive industries, the demand for verifiable sourcing information has moved from “nice to have” to “non-negotiable.” Brands that cannot prove what they claim—about sustainability, origin, or labor standards—face consequences ranging from supply disruptions to lawsuits and loss of consumer trust.
GenuTrace, LLC, a supply chain consultancy specializing in traceability, brand protection, and product authentication, announces its official launch. Founded by industry pioneer MeiLin Wan, GenuTrace addresses one of today’s most urgent challenges: scientifically proving product origin and authenticity.
MeiLin Wan, a former executive at Applied DNA Sciences, has just launched a new company, GenuTrace, which is fully dedicated to traceability in global supply chains. “After almost 20 years at Applied DNA, I felt it was the right time to build something more agile, multi-disciplinary, and independent—focused specifically on the growing demand for science-backed traceability across global supply chains,” she told Inside Denim.
To comply with international laws and detect Xinjiang cotton in their textile supply chains, some brands have turned to forensic testing companies like GenuTrace. Examining isotope ratios reveals a “fingerprint”, said the company’s CEO MeiLin Wan. This fingerprint can then be used to verify where the cotton in a product was grown. Before founding GenuTrace, Wan worked on research, published last year, that showed about a fifth of goods sold by retailers across the world contained cotton grown in Xinjiang.
Two decades ago, traceability was barely on the map. "It was really no man's land," said MeiLin Wan, founder and CEO of GenuTrace. "No one was thinking about proving anything."
GenuTrace launches to provide scientific traceability solutions, helping brands verify product origins and ensure supply chain transparency amid growing regulatory and consumer demands.
GenuTrace launches at a pivotal moment, as brands face mounting pressure to prove product origin and sustainability claims amid rising regulatory scrutiny, consumer demand for ethical sourcing, and surging counterfeit trade. Global counterfeit goods are projected to hit $1.79 trillion by 2030[1], while in the U.S., over 5,300 shipments were detained in FY2023 under the Uyghur Forced Labor Prevention Act[2]. At the same time, 71% of consumers expect traceability, yet nearly half distrust sustainability claims³. In this environment, evidentiary proof isn’t optional – it’s a business imperative.
