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Companies and government officials are increasingly turning to technologies such as DNA tracking, artificial intelligence, and blockchains to trace raw materials from the source to the store. This is due to new rules that require firms to prove their goods are made without forced labor, or face having them seized at the border. Customers are also demanding proof that expensive, high-end products are genuine and produced in ethically and environmentally sustainable ways. This has forced companies to explain where their products come from, which can be surprisingly tricky due to the complex global supply chains.