J.j. Keller & Associates, Inc.

J.J. Keller & Associates, Inc., a for-profit Subchapter S corporation headquartered in Neenah, Wisconsin, manufactures and sells identification placards, safety signage, training materials, and safety management software to federal agencies as a prime contractor. The vendor operates exclusively in full-and-open competition with no SBA set-aside designations across its federal footprint. J.J. Keller competes in the manufacturing sector, primarily under NAICS 327122 (Sign Manufacturing) and PSC Recreational And Gymnastic Equipment, with secondary work in training and compliance services.

The vendor's federal portfolio is heavily concentrated in commodity purchases through the General Services Administration. GSA Federal Acquisition Service dominates the customer base, accounting for 1,789 of the 2,021 total awards (88%) and $10.1 million of the $15.1 million combined potential value. The next-largest customer, the Department of Transportation Federal Motor Carrier Safety Administration, represents only three awards worth $1.4 million. Other federal customers include the National Park Service Southeast Region (five awards, $139 thousand, for safety management software supporting Blue Ridge Parkway operations), the Department of the Interior, the Department of Homeland Security Federal Law Enforcement Training Center (two awards, $37 thousand, for training materials and emergency response guides), and the Department of the Army. The extreme concentration in GSA orders—91% of awards and 67% of potential value—reflects a vendor whose core business is GSA schedule commodity sales rather than competitive prime contracts.

J.J. Keller's vehicle position is centered on GSA vehicles. The Multiple Award Schedule carries 1,113 task orders with $1.1 million in combined potential value; the Sports, Promotional, Outdoor, Recreation Trophies and Signs schedule hosts 1,049 task orders valued at $411 thousand; Federal Supply Schedule GS10F0055K represents eight task orders worth $1.3 million; and the vendor holds a seat on Seaport Next Generation with two task orders. This portfolio reflects transactional, high-volume order activity typical of commercial goods suppliers on federal schedules rather than the execution of large, multi-year development or service contracts.

Activity has shifted dramatically in recent years. The vendor recorded 314 awards in 2023, then fell to three in 2024 and two in 2025, with two awards recorded so far in 2026. This trajectory suggests either a market contraction for commodity placards and signage, a shift in how GSA orders are aggregated or tracked in the data, or the vendor's diminished competitive posture on certain schedules. Combined dollars obligated stand at $4.4 million against $15.1 million in potential value, representing 29% obligation—below the typical 50–70% obligation rate for active vendors, and consistent with dormant or slow-moving schedule positions. Recent representative work includes a $37.5 thousand National Park Service purchase order for safety management software supporting Blue Ridge Parkway compliance (awarded July 2025, performance through August 2026), a $21.3 thousand Federal Law Enforcement Training Center purchase order for training materials (April 2026), and a $15.5 thousand FLETC purchase order for emergency response guides (August 2026). The vendor also subcontracts regulatory compliance and DOT compliance services to HII Mission Technologies Corp as a sub on fleet training operations support.

J.J. Keller operates as a manufacturer and distributor of standardized federal supply items—aluminum flip placards per 49 CFR 172.519, training materials, safety signage, and software—with minimal customization. The vendor's footprint is dominated by small-dollar purchase orders and simplified acquisitions under the $25,000 threshold, with no participation in larger IDIQs, GWACs outside GSA's commercial schedules, or DoD prime vehicles. This positioning as a high-volume, low-dollar commodity vendor on GSA schedules exposes the vendor to procurement consolidation, schedule winnowing, and replacement by larger suppliers offering bundled goods-and-services portfolios.