Truebell Marketing & Trading. Llc.

Truebell Marketing & Trading. Llc., Procurement & Supplies Division (doing business as Truebell), a UAE-based for-profit limited liability company, supplies equipment, vehicles, consumables, and facilities maintenance goods to U.S. federal agencies operating overseas as a prime contractor (84% of recent awards) and subcontractor, competing on full-and-open purchase orders with no set-aside designations across its federal footprint.

Truebell operates from Sharjah, United Arab Emirates, and has been registered in SAM.gov since 2003. The vendor's customer base concentrates heavily on State Department regional bureaus and USAID missions supporting overseas operations. The top five customer agencies by award count account for 78% of recent awards, led by USAID South Sudan (27 awards, $554 thousand combined potential value) and the Department of State Bureau of Near Eastern Affairs (16 awards, $370 thousand combined potential value). However, the potential-value ranking diverges sharply: the Department of the Air Force Defense Finance and Accounting Service anchors the portfolio with a single $4.9 million blanket purchase agreement for beverage procurement at Al Dhafra Air Base in the UAE, running through February 2026. This BPA dwarfs all other awards combined and represents 74% of Truebell's combined potential value across the entire footprint. The remaining top customers by dollars include USAID South Sudan ($554 thousand), the Bureau of Near Eastern Affairs ($370 thousand), the FBI Legal Attaché at U.S. Embassy Japan ($139 thousand), and the Bureau of International Narcotics Law Enforcement ($98 thousand).

Capability work centers on tactical procurement for overseas U.S. government facilities and missions: vehicle acquisition and replacement (Toyota Hiace, Chevy Tahoe, IVECO trucks, 7-seater vans), facilities equipment and supplies (ice machines, air purifier filters, commercial appliances, pool covers, electrical cable, spare parts for chillers), cleaning and maintenance supplies, office furniture, IT equipment, consumables (2,500 boxes of disposable cups), uniforms (RSO flight jackets), batteries, tires, and security hardware (Schlage locks). Recent named awards include a $22 thousand purchase order from the Defense Security Cooperation Agency in June 2026 for 29 factory-sealed Apple iPhones for U.S. Embassy Abu Dhabi; a $28 thousand order from the Bureau of African Affairs in April 2026 for management and cleaning supplies and batteries in South Sudan; a $12 thousand purchase order from the Bureau of Near Eastern Affairs in December 2025 for air purifier filters; and a $31 thousand order from U.S. Mission South Sudan in March 2025 for 2,500 boxes of disposable paper cups.

Truebell places task orders under two named indefinite delivery contracts: SAQMMA12D0165 (7 task orders) and N6247017D4012 (3 task orders). Category concentration reflects the consumables and light equipment focus: top NAICS categories include Facilities Support Services (12 awards), Steam and Air-Conditioning Supply (4 awards), and Automobile Manufacturing (4 awards); top PSC categories are Passenger Motor Vehicles (8 awards) and Kitchen Equipment and Appliances (3 awards). Activity has been uneven — nine awards in 2022 declining to seven in 2023, rebounding to thirteen in 2024, then dropping to seven in 2025 and two year-to-date in 2026 — but the portfolio carries minimal recompete exposure, with only one award (combined potential value $28 thousand) completing within the next twenty-four months.

Truebell subcontracts to KBR Services, LLC and PAE Government Services, Inc., supplying parts (MAN truck components, batteries), food containers, and equipment support under operations and maintenance services contracts in Iraq and at U.S. Embassy Baghdad. The vendor's subcontract work is smaller in scale and volume than its prime business and centers on logistics and equipment supply under larger OMSS (Operations and Maintenance Support Services) IDIQs.