Where was the cotton in your shirt grown? Who mined the gold in your wedding ring? What forest produced the paper in the magazine you are reading?
You almost surely don't know, but a growing number of brands and retailers want to dig deep into their supply chains to better understand the roots (sometimes literally) of the products they sell. Their goal: to avoid risks and enhance their reputation as "green" business leaders, says Tim Wilson, CEO of Historic Futures, a little British company that is riding a big idea in sustainability known as traceability.
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