DNA technology ‘ready, willing and able’ to deliver transparency to meat products DNA testing can help bolster confidence in meat products, believes traceability expert IdentiGEN. We know that today’s consumers expect heightened levels of traceability – particularly when it comes to meat, where animal welfare, health and environmental concerns are often in the spotlight. Anxieties around origins of products and ingredients have further clearly been exacerbated by the COVID-19 pandemic. Market researcher Nielson, for example, notes that more than ever, shoppers want to understand the supply chain, with complete transparency from farm to factory to distribution, and they want details of the measures being taken to assure their safety.