Supply chain consultancy GenuTrace and digital
traceability platform Kinset have formed a partner
ship to help companies verify and document cotton
sourcing claims. Their joint approach responds directly
to new regulatory demands, particularly in the European
Union and the US.GenuTrace specialises in fibre-level iso
tope testing, which analyses the cotton itself to confirm
where it was grown. This scientific method moves beyond
reliance on paperwork alone. Kinset complements this
by providing a digital system that records and connects
supplier, site and transaction data throughout the supply
chain. Together, the companies say this creates a trace
ability record aligned with upcoming European Digital
Product Passport requirements.
MeiLin Wan, founder and CEO of GenuTrace, said
regulations have changed what brands must
demonstrate. Instead of stating intended sourcing,
companies are now required to prove that the cotton used in a product genuinely comes from the claimed
origin. By linking physical testing with digital records, she
said, brands can respond to regulatory checks with solid
evidence rather than explanations.
Wan explained that while digital traceability shows what
should happen in a supply chain, physical testing
confirms what has actually happened. When both are
connected, companies can move from assumptions to
proof without overhauling existing systems or slowing
down operations.