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About us

What We Do

Natural Trace wants to be the force of good enabling growers and enterprise customers to be responsible in sharing the origin of raw materials and where our food comes from. Founded in 2021, we are a Food Science and Bioinformatics firm that enables people to fully trust the provenance, quality and safety of the foods they consume and products they use.

Our patented innovation uses natural food ingredients as unique tags, based on DNA identification. From food and pharmaceuticals, to fragrance and cosmetics; our tags can be added directly to your raw materials. This enables Tracing and Authentication to uphold standards and minimise risk.

Natural Trace wants to be the force of good enabling growers and enterprise customers to be responsible in sharing the origin of raw materials and where our food comes from. Founded in 2021, we are a Food Science and Bioinformatics firm that enables people to fully trust the provenance, quality and safety of the foods they consume and products they use.


Our patented innovation uses natural food ingredients as unique tags, based on DNA identification. From food and pharmaceuticals, to fragrance and cosmetics; our tags can be added directly to your raw materials. This enables Tracing and Authentication to uphold standards and minimise risk.

Our Story

Our Story

Natural Trace began with 3 friends and 1 mission…

To reduce the ambiguity surrounding the origin of raw ingredients and the safety of food today.
An estimated 10% of all retail products are counterfeit, adulterated, or not from the declared source, leaving the future of food and consumer safety hanging in the balance. As we grow ever more conscious of the products we consume, understanding the need for transparency and traceability along the value chain is the future. Determined to crack an answer to this, our founders hypothesised a food-grade traceability solution that could be added directly to products. Such a product was yet to exist, but had the potential to revolutionise supply chain transparency.
The moment of truth came in a stroke of inspiration from DNA-based COVID-19 detection technology. The trio were compelled by its ability to provide molecular-scale solutions to worldwide predicaments.
Through rigorous research and analysis, they have broken new ground with the development of our cutting-edge, patented NaturalTag solution. Built from scratch, NaturalTag is the world’s first and only food-grade microbial traceability system.

Our Story

Our Story

Natural Trace began with 3 friends and 1 mission…

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Who We Are

We envision a world where every great product comes with a trusted provenance story.

We enable growers and companies to deliver their brand promise through traceability and transparency of their product.

Team Members

CL Goh

CL Goh

CEO & Co-Founder
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Dr. Chantal Roth

Co-Founder
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Prof. Lukas Muller

Co-Founder
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Alrik Tan

Research and Product Development
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Kirsty Hall

Business Developer
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Singapore – New York – Zürich

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Our Story

Natural Trace began with 3 friends and 1 mission…

To reduce the ambiguity surrounding the origin of raw ingredients and the safety of food today.

An estimated 10% of all retail products are counterfeit, adulterated, or not from the declared source, leaving the future of food and consumer safety hanging in the balance. As we grow ever more conscious of the products we consume, understanding the need for transparency and traceability along the value chain is the future. Determined to crack an answer to this, our founders hypothesised a food-grade traceability solution that could be added directly to products. Such a product was yet to exist, but had the potential to revolutionise supply chain transparency.

The moment of truth came in a stroke of inspiration from DNA-based COVID-19 detection technology. The trio were compelled by its ability to provide molecular-scale solutions to worldwide predicaments.

Through rigorous research and analysis, they have broken new ground with the development of our cutting-edge, patented NaturalTag solution. Built from scratch, NaturalTag is the world’s first and only food-grade microbial traceability system.

CL Goh Goh

CEO & Co-Founde

  • Venture Builder and Managing Partner, Blue InCube Ventures

  • Strategy development, technology and general management

  • Advanced mfg entrepreneur. Electrical Engineering (USA)

CL Goh Goh​

CEO & Co-Founder

  • Venture Builder and Managing Partner, Blue InCube Ventures

  • Strategy development, technology and general management

  • Advanced mfg entrepreneur. Electrical Engineering (USA)

Dr. Chantal Roth

Co-Founder

  • Bioinformatics, Thermo Fisher Scientific

  • DNA analytics expert for forensic applications in collaboration with law enforcement around the world

  • Molecular Biology & Computer Science (ETZH)

Dr. Chantal Roth

Co-Founder

  • Bioinformatics, Thermo Fisher Scientific

  • DNA analytics expert for forensic applications in collaboration with law enforcement around the world

  • Molecular Biology & Computer Science (ETZH)

Prof. Lukas Muller

Co-Founder

  • Professor at Boyce Thompson Institute of Plant Research, Cornell University

  • Stanford and Carnegie Institution (TAIR)

  • Biotechnology & Molecular Biology (ETZH & EPFL)

Prof. Lukas Muller

Co-Founder

  • Professor at Boyce Thompson Institute of Plant Research, Cornell University

  • Stanford and Carnegie Institution (TAIR)

  • Biotechnology & Molecular Biology (ETZH & EPFL)

Alrik Tan

Research and Product Development

  • Drive Scientific Research, Product Innovation and Technology Commercialisation
 
  • Multi-disciplinary experience across Genomics and Diagnostic Medical Devices
 
  • Biomedical Science (UWA, Aus) and Innovation & IP Management (SUSS, SG)
 
 

Alrik Tan

Research and Product Development

  • Drive Scientific Research, Product Innovation and Technology Commercialisation.

  • Multi-disciplinary experience across Genomics and Diagnostic Medical Devices.

  • Biomedical Science (UWA, Aus) and Innovation & IP Management (SUSS, SG).

Kirsty Hall

Business Developer

  • Food Safety and Quality Assurance, FMCG
 
  • Lead Auditor (ISO 22000, HACCP), regulatory compliance, new product development in specialty foods and primary industries.
 
  • Health Science (Environmental Health) UTAS Australia
 
 

Kirsty Hall

Business Developer

  • Food Safety and Quality Assurance, FMCG

 

  • Lead Auditor (ISO 22000, HACCP), regulatory compliance, new product development in specialty foods and primary industries.

 

  • Health Science (Environmental Health) UTAS Australia