Shannon Mercer is CEO of FibreTrace, the physical verification layer for textile supply chains. FibreTrace embeds proof of identity directly into fibres at source, combining patented pigment technology, proprietary scanning systems, and digital verification tools to help brands support product claims with scientific evidence. Shannon maintains that seeing the supply chain is not the same as proving what is in the product.

Since joining in 2020, Shannon has led FibreTrace’s evolution from an early-stage startup into scalable supply chain infrastructure. He brings almost 20 years of executive leadership across manufacturing, retail, construction, and agriculture, and holds an MBA from University of Newcastle.