A method, system, and computer usable program product for improved manufacturing and distribution to avoid counterfeit products in a supply chain are provided in the illustrative embodiments. For manufacturing to avoid a counterfeit product, a product to be manufactured is selected. Production volume information is determined, the production volume information including a number of units of the product to be produced. An identifier of a manufacturer of the product, an identifier of the product, and the production volume information are sent and several sets of identifiers are received. Each set of identifiers include identifiers corresponding to a customer reference number (CRN), a customer acknowledgment number (CAN), and a merchant acknowledgment number (MAN). One set of identifiers is uniquely associated with one unit of the product being produced. A unit of the product is manufactured such that the unit includes a corresponding set of identifiers.