Why every product needs a story - How traceability is becoming a competitive advantage

In this episode of DBrief, Louise McGrath speaks with Brett Hyland from the National Association of Testing Authorities (NATA) about the systems of trust that underpin modern supply chains and international trade. From drinking water and medical testing to construction products and consumer goods, accreditation plays a largely unseen role in verifying that products and services meet recognised standards. The episode examines how accreditation, measurement and standards work together to create confidence across borders and support the global rules-based trading system. One of the most significant emerging developments in product assurance is the rise of digital product passports. Originally developed to improve confidence in sustainability claims, these passports are increasingly being considered as a way to verify product performance, origin and compliance throughout complex international supply chains. For Australian manufacturers and exporters, the challenge is not simply complying with future requirements but understanding how better traceability can help build trust, strengthen market access and create competitive advantage. Key takeaways Accreditation underpins many aspects of daily life, from healthcare and food safety to infrastructure, manufacturing and environmental monitoring. International accreditation systems help ensure testing and certification results can be trusted across borders. Product failures are not always caused by poor testing. Problems can arise through counterfeit certificates, product substitution, design changes or poor supply chain traceability. Digital product passports are emerging as a response to growing concerns about product claims, greenwashing and supply chain transparency. Europe is leading the development of digital product passport requirements, but similar approaches are beginning to emerge globally. Australian exporters may face increasing expectations from international customers and regulators to provide verifiable product information. Businesses that begin building stronger product identification, data management and traceability capabilities now will be better prepared for future market requirements. Contact the Industry Development & Policy team.