Ep. 128: Building traceable supply chains

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Ep. 128: Building traceable supply chains

The Textile Innovation Podcast speaks with MeiLin Wan, founder and CEO of GenuTrace.

WTiN: Hello and welcome to Textile Innovation, hosted by WTiN. My name is Abi and I'm the Features Editor and your podcast host. Each month we will be joined by a special guest. So join me and my colleagues as we deep dive into what's new, what's interesting, and what unmissable innovations have hit the market recently. We cover everything on the podcast, from sustainability to startups and the latest research and development. Plus, we quiz the experts in the field about their products and ideas across the huge spectrum that is the textile industry. So no matter what your interest is, WTiN have you covered and we can connect you to everything you need to know right here from our central hub in the UK.

On the textile innovation podcast, I am joined in this episode by MeiLin Wan, founder and CEO of GenuTrace. GenuTrace, which stands for Genuine Traceability, works under the slogan, If you claim it, can you prove it? The aim is to have everyone say yes.

The platform, MeiLin Explains, provides expert consulting in supply chain traceability, brand protection and product authentication. She tells me how the platform and technology works and how it supports the industry, especially in terms of ESG compliance and EU regulations. Additionally, Meilin touches upon and explains exactly what traceability means and how this is important for the textile industry as we move towards a more compliant and honest future.

Hi, MeiLin, thank you for joining us today on WTiN's Textile Innovation Podcast. Please can you tell our listeners a bit about your background in textiles and what led you to founding GenuTrace?

Wan: Sure, thank you for having me. My background spans both textile and personal care industries. I spent over 15 years working in beauty and wellness, where I saw firsthand how many marketing claims are made about ingredients like organic shea butter or pure Moroccan argan oil, but without really any proof. And it really raised a critical question on how do we know what's really in the product and how can we prove it. So later I joined Applied DNA Sciences where I was able to pioneer the use of forensic science like DNA tagging, stable isotope analysis, to trace cotton, recycle fibres through complex supply chains. We work with many of the major brands and retailers not just here in the US but abroad, to help verify origin, strengthen source integrity and meet evolving regulations like the UFLPA and EUDR. I founded GenuTrace to bring these capabilities across industries, so from textile to personal care and other areas of agriculture. And as the name suggests, GenuTrace stands for Genuine Traceability. And really our mission is to help companies not just make the claims, but actually prove them scientifically, credibly and transparently.

WTiN: That's fantastic, thank you. And obviously you're bringing in so many different things there. Can you tell me how you have built GenuTrace and how the technology works to achieve those goals?

Wan: Absolutely. We built GenuTrace to seamlessly link the physical and digital information, creating a true end-to-end traceability system. Starting at raw materials, whether it's cotton, recycled polyester or essential oils that are used in cosmetics, we collect the physical samples and we establish a unique scientific fingerprint using these methods like stable isotope analysis or trace element analysis and it allows us to verify the material origin and authenticity even after processing. We then connect the scientific proof to the digital traceability system. It could be a blockchain, a digital product passport, QR-based system, to then verify that the data travels with the product through the supply chain. This helps the brands to comply with regulations like UFOPA while building trust with the consumers, backing up claims with measurable evidence. The system we develop is designed to be modular and scalable, making traceability accessible for businesses of any size, from targeted forensic spot checks to fully traceable supply chain programs. All it takes is a commitment to transparency, a willingness to say, if we claim it, we can prove it.

WTiN: And what are some of the main challenges that you faced while you were developing the technology?

Wan: One of the biggest challenges was bridging two very different worlds, forensic science and supply chain operations. Many of the brands talk about traceability, but few understand the technical complexity behind scientifically verified origin, especially across multi-country supply chains.

Another challenge was making traceability accessible. We wanted to ensure that our platform could work not just for global brands, but also for small, medium-sized companies. That meant really designing a modular, scalable system that could adapt to different levels of need and budget. Data integration and interoperability were also critical. Brands already use a wide range of digital platforms, so we need to remain flexible, working along blockchain, ERPs, product passports, instead of offering a one-size-fits-all solution, we provide one that's fully modular and flexible. And finally, the biggest hurdle is mindset. Many supply chains still run purely on unverified trust. In other words, paperwork or verbal assurances that aren't always verifiable. GenuTrace is helping companies shift from trust-based to proof-based systems. It's like moving from a handshake to a lab test. You still want to trust your partners, but now you can have the evidence to back it up.

WTiN: Great, thank you so much. And could you tell me how GenuTrace works within the apparel and textile industry and just in regards to what you've just said, how have they adopted it?

Wan: In apparel and textiles, GenuTrace verifies the origin and authenticity of raw materials like cotton or recycled polyester and links the verification to digital traceability systems. So, for example, with cotton we would use stable isotope analysis to confirm the geographic origin, helping the brands comply with UFLPA.

We've worked with manufacturers and brands that want to verify the cotton supply chains are clean and traceable all the way back to the farm. For recycled polyester, we work with a company called Taylor Lux Integrity Solutions to embed secure markers into the fibre itself. Through the Integritec system, we work with them to include that, make sure that the markers can be detected at different points in the supply chain, proving that the product contains the claimed recycled content and hasn't been diverted or diluted. Some of the brands that we're working with are also integrating forensic verification into digital product passports, combining the physical proof with blockchain and digital IDs to build item level traceability.

So it helps them basically meet the ESG goals they've set for themselves, prepare for the EU regulations that are coming very quickly, and also strengthen consumer trust in their brand.

WTiN: I love that you mentioned regulations as it obviously is such a hot topic in the industry at the moment. Delving further into the textile value chain, what gap in the market does GenuTrace fill in your opinion? And what challenges are there currently in that supply chain that it does address?

Wan: That's a great question. GenuTrace fills a critical gap between what brands say and what they can actually prove. While there are many traceability tools on the market today, blockchain, digital IDs, certification schemes, most of these are paper-based and supplier-reported data. Very few provide independent scientific verification. This leaves the brands very vulnerable, especially when facing forced labour risks, recycled content claims or even ingredient fraud. We address this by integrating forensic science directly into the supply chain. We physically test the materials themselves, whether it's cotton, recycled polyester, and we connect that evidence to digital platforms so the data flows with the product. The key challenges, however, which we address include, one, lack of origin proof for raw materials in high-risk sourcing regions.

Two, greenwashing and unverifiable sustainability claims. There's a lot happening there in that space. Three, recycle content fraud is massive. It's very difficult if you don't have a means to prove it. And finally, fragmented systems and data silos across supply chains. It's very common in many supply chains that are not using traceability systems. By bridging the gap between the physical reality and the digital claims, GenuTrace helps companies move from assumption to assurance, creating supply chains that are both traceable and truly transparent.

WTiN: Thank you so much for going into that. Could you tell us a bit more about the tests that you perform on the materials?

Wan: The testing that we provide, there's multiple different types of tests. One of them is on the origin testing that we provide. So for example, I mentioned cotton. If you want to know that the cotton comes from Pakistan, for example, we can prove using our stable isotope methodology to prove that that claim origin is in fact from Pakistan. And we can also test to tell you if it comes, if there's any inclusion of cotton from high-risk regions such as the Xinjiang region. So the methodology that we test for origin is really useful because it helps to prove at least the geographic location and origin. But more importantly, if you are a fibre company or a brand and you are working with a specific farm, this methodology could be incorporated to verify from a specific farm location and testing it and proving that this material does come from this farm, for example, in Costa Rica. And then we can then trace it from Costa Rica all the way to he finished product. And it's relevant not just for cotton, it could be in coffee, it could be in chocolate, it could be in a cosmetic ingredient like argan oil. There are a multitude of different applications that can prove from the farm all the way to finished goods.

WTiN: That's great that you've been able to achieve that. I can imagine it's not an easy task. And looking more broadly, you've mentioned obviously genuine traceability there within the name, but can you tell us the difference between traceability and transparency and why you have chosen to focus on traceability?

Wan: Yes, great question. Transparency is essentially what companies say, what they choose to disclose about their sourcing and sustainability. Traceability, on the other hand, is more about what they can prove, having the systems and data to track a product and its inputs from the origin to the end use. You can have transparency without traceability, but without traceability, transparency is just a promise. It's not proof. So GenuTracer focused on building traceability first because it forms the foundation for credible transparency. It allows companies to demonstrate that their sourcing is ethical, that the materials are genuine, and the sustainability claims are real. So put simply, transparency is the proof, transparency is the promise.

WTiN: That makes sense. Thank you for going into that. And looking at overarching themes, how has digitalisation and AI, for example, advanced traceable supply chains? And what opportunities do you personally foresee in this area?

Wan: Digitalisation and AI have made traceability faster, smarter, and more scalable. Digital tools like blockchain, QR codes, product passports help collect and share supply chain data in real time. When combined with forensic testing, that means brands can track materials, prove their integrity all the way through production. AI also enhances this by detecting risk patterns, spotting anomalies, and even predicting where non-compliance might occur. So for companies managing complex global networks, that kind of predictive intelligence is invaluable. So at GenuTrace we use AI to help speed up lab data processing, optimise sample selection, connect test results to digital systems more efficiently. There's so much that AI can do to help speed up and provide greater efficiencies. Looking ahead, I would say the biggest opportunities line interoperability, linking scientific proof with digital systems across borders, platforms, and regulations. Done right, this will make traceability more actionable and accessible for companies of all sizes. Ultimately, this isn't just about compliance, it's actually about building trust and telling a product story that today's consumers can actually believe in.

WTiN: Be so interesting to see how AI and digitalisation advance in the coming years. And looking a bit more broadly again, like what interest have GenuTrace received from brands and manufacturers, for example, and how are you currently growing the platform?

Wan: We're seeing growing interest from both brands and manufacturers across apparel, personal care, recycled materials. They're all under pressure from regulators and consumers alike, NGOs as well, to prove the integrity of their claims. GenuTrace offers that proof more and more, and more and more companies are recognizing it as both a compliance tool and a brand asset. Whether it's verifying US cotton, authenticating recycled content, confirming their origin and natural ingredients, we're working with partners around the world to build customised traceability programs that deliver real results. And as we grow, we're focused on expanding our science, strengthening our digital partnerships, and making traceability accessible for every player in the supply chain.

WTiN: Thank you so much, MeiLin. And my final question is, and I feel like you've probably just touched upon it, but moving forward, what is your vision for the company?

Wan: Our vision is simple. It's to make scientific traceability the standard, not the exception. We're building a future where brands of any size can prove what they claim, whether it's material origin, ethical sourcing or sustainability or circularity. That means expanding our lab capabilities, deepening our work with digital platforms, applying our tools across textiles, personal care, food and beyond. We believe traceability should be practical, scalable and a driver of trust and trade, not a barrier. And at the heart of all of this is one simple question that we ask. If you claim it, can you prove it? That's the future we're working toward, and for our clients, we want the answer to be a confident yes.

WTiN: I love that. Thank you so much for joining me today on WTiN's Textile Innovation podcast. That was really insightful, and I'm very excited to see how GenuTrace continues to grow in the future.

Wan: Thank you so much. We really appreciate it. And if anyone wants to contact us, you can visit genutrace.com. We'd be more than happy to chat with you.

WTiN:  Thank you so much for listening. If you have any questions or want to learn more, you can follow us on LinkedIn at World Textile Information Network.