Willis Investment Counsel
In its 13F for Q3 2025 (holdings as of September 30, 2025, filed November 5, 2025), Willis Investment Counsel reported 127 stock positions worth $1.8 billion. Its top holding was Johnson & Johnson (JNJ) at 3.7% of the portfolio, followed by Microsoft (MSFT, 3.1%) and Cisco Systems (CSCO, 3.1%). Compared with Q2 2025, it opened 12 new positions, sold out of 3, added to 60 and reduced 43. The biggest buy was a new position in Hubbell (HUBB) and the biggest sale Kenvue (KVUE, shares −32%).
- Most Recent 13F
- Q2 2026
- Location
- GAINESVILLE, GA
- CIK
- 0001310929
- Portfolio Value
- $1.8B (Q3 2025)
- SEC Filing
- 0001310929-25-000006 ↗ filed Nov 5, 2025
Holdings Value
Holdings 127 stocks · $1.8B
| JNJ Johnson & Johnson | 3.65% | 360,135 | $66.8M | Add +0.0% |
| MSFT Microsoft Corp. | 3.14% | 110,824 | $57.4M | Reduce -0.1% |
| CSCO Cisco Systems Inc. | 3.07% | 819,263 | $56.1M | Add +2.2% |
| LMT Lockheed Martin Corp. | 2.72% | 99,778 | $49.8M | Add +4.9% |
| TXN Texas Instruments Inc. | 2.63% | 261,625 | $48.1M | Reduce -0.0% |
| ACN Accenture PLC Class A | 2.54% | 188,497 | $46.5M | Add +32.7% |
| PFE Pfizer Inc. | 2.37% | 1,703,640 | $43.4M | Reduce -0.9% |
| HD Home Depot Inc. | 2.34% | 105,498 | $42.7M | Reduce -0.1% |
| CB Chubb Ltd. | 2.32% | 150,475 | $42.5M | Reduce -0.2% |
| PAYX Paychex Inc. | 2.23% | 321,133 | $40.7M | Add +0.0% |
| MDT Medtronic PLC | 2.09% | 401,868 | $38.3M | Add +5.0% |
| CAT Caterpillar Inc. | 2.03% | 77,731 | $37.1M | Reduce -2.4% |
| TSCO Tractor Supply Company | 2.01% | 644,903 | $36.7M | Add +0.2% |
| HSY The Hershey Co. | 1.82% | 177,778 | $33.3M | Reduce -0.4% |
| AFL Aflac Inc. | 1.80% | 294,140 | $32.9M | Reduce -0.8% |
| PG The Procter & Gamble Co. | 1.77% | 210,444 | $32.3M | Add +5.0% |
| PEP Pepsico Inc. | 1.75% | 227,429 | $31.9M | Reduce -0.0% |
| WMT Walmart Inc. | 1.72% | 305,526 | $31.5M | Add +0.2% |
| DGX Quest Diagnostics Inc. | 1.58% | 151,800 | $28.9M | Add +10.9% |
| ETN Eaton Corp. PLC | 1.58% | 77,073 | $28.8M | Add +0.3% |
| T AT&T Inc. | 1.57% | 1,015,619 | $28.7M | Add +0.2% |
| CLX Clorox Company | 1.57% | 232,400 | $28.7M | Add +4.3% |
| BHP BHP Group Ltd.-Spon ADR | 1.54% | 504,207 | $28.1M | Add +10.4% |
| AAPL Apple Inc. | 1.53% | 110,059 | $28.0M | Add +0.4% |
| MRK Merck & Co. Inc. | 1.44% | 313,817 | $26.3M | Add +19.2% |
| SNY Sanofi-ADR | 1.44% | 556,700 | $26.3M | Add +11.3% |
| MCD McDonald's Corp. | 1.41% | 84,785 | $25.8M | Add +14.9% |
| XOM Exxon Mobil Corp. | 1.40% | 226,324 | $25.5M | Reduce -0.6% |
| ADP Automatic Data Processing | 1.37% | 85,656 | $25.1M | Add +8.0% |
| VZ Verizon Communications Inc. | 1.35% | 562,778 | $24.7M | Add +0.0% |
| JPM JPMorgan Chase & Co. | 1.35% | 77,979 | $24.6M | Add +13.1% |
| KMB Kimberly-Clark Corp. | 1.34% | 197,140 | $24.5M | Add +5.3% |
| COP Conocophillips | 1.30% | 251,300 | $23.8M | Reduce -0.4% |
| DRI Darden Restaurants Inc. | 1.28% | 122,600 | $23.3M | Add +18.9% |
| AEP American Electric Power | 1.25% | 203,538 | $22.9M | Add +0.3% |
| GD General Dynamics Corp. | 1.24% | 66,700 | $22.7M | Add +38.1% |
| GNRC Generac Holdings Inc. | 1.19% | 129,584 | $21.7M | Reduce -0.3% |
| LOW Lowe's Cos Inc. | 1.15% | 83,418 | $21.0M | Add +6.9% |
| MMM 3M Co. | 1.14% | 134,064 | $20.8M | Reduce -0.1% |
| DUK Duke Energy Corp. | 1.08% | 160,282 | $19.8M | Add +6.9% |
| SHEL Shell PLC-ADR | 1.07% | 273,939 | $19.6M | Reduce -24.5% |
| NVDA Nvidia Corp. | 1.06% | 104,217 | $19.4M | Reduce -0.6% |
| GPC Genuine Parts Co. | 1.05% | 139,019 | $19.3M | Add +0.2% |
| UPS United Parcel Service Class B | 1.04% | 228,731 | $19.1M | Reduce -12.2% |
| EMR Emerson Electric Co. | 1.00% | 139,600 | $18.3M | No change |
| AXP American Express Co. | 0.98% | 53,817 | $17.9M | Reduce -0.9% |
| VLO Valero Energy Corp. | 0.97% | 104,600 | $17.8M | No change |
| LH Labcorp Holdings Inc. | 0.96% | 61,178 | $17.6M | Reduce -7.2% |
| TROW T Rowe Price Group Inc. filed as PRICE T ROWE GROUP INC | 0.88% | 157,500 | $16.2M | Reduce -1.9% |
| DE Deere & Co. | 0.86% | 34,345 | $15.7M | Add +0.4% |
| CVX Chevron Corp. | 0.85% | 100,029 | $15.5M | Add +23.1% |
| FTNT Fortinet Inc. | 0.84% | 183,300 | $15.4M | Add +40.5% |
| LLY Eli Lilly & Co. | 0.82% | 19,770 | $15.1M | Add +109.1% |
| GWW WW Grainger Inc. filed as GRAINGER W W INC | 0.81% | 15,582 | $14.8M | Add +49.0% |
| ABT Abbott Laboratories | 0.78% | 106,966 | $14.3M | No change |
| KEYS Keysight Technologies Inc. | 0.73% | 76,276 | $13.3M | Reduce -1.0% |
| MA Mastercard Inc. Class A | 0.73% | 23,361 | $13.3M | Reduce -0.6% |
| GOOGL Alphabet Inc. Class A | 0.67% | 50,386 | $12.2M | Reduce -0.6% |
| AMAT Applied Materials Inc. | 0.67% | 59,633 | $12.2M | Reduce -46.4% |
| META Meta Platforms Inc. Class A | 0.65% | 16,101 | $11.8M | Add +1413.3% |
| TGT Target Corp. | 0.63% | 127,962 | $11.5M | Add +0.2% |
| VBR Vngrd Mrngst SL-CP Val ETF-U | 0.62% | 54,448 | $11.4M | Add +0.2% |
| HUBB Hubbell Inc. | 0.61% | 26,048 | $11.2M | New |
| ZTS Zoetis Inc. | 0.60% | 74,410 | $10.9M | Reduce -1.9% |
| KVUE Kenvue Inc. | 0.58% | 655,600 | $10.6M | Reduce -32.3% |
| ROST Ross Stores Inc. | 0.57% | 68,819 | $10.5M | Reduce -0.7% |
| RGA Reinsurance Group of America | 0.56% | 53,291 | $10.2M | Reduce -1.3% |
| INTC Intel Corp. | 0.54% | 292,697 | $9.8M | Reduce -3.2% |
| WAT Waters Corp. | 0.52% | 31,732 | $9.5M | Reduce -1.5% |
| RSP Invesco S&P 500 Equal Weight | 0.52% | 49,918 | $9.5M | Add +119.5% |
| SHW The Sherwin-Williams Co. | 0.42% | 22,429 | $7.8M | New |
| MEDP Medpace Holdings Inc. | 0.35% | 12,484 | $6.4M | Add +1.9% |
| ADBE Adobe Inc. | 0.33% | 17,044 | $6.0M | Add +1.8% |
| FDS Factset Research Systems Inc. | 0.32% | 20,656 | $5.9M | Reduce -1.2% |
| FTDR Frontdoor Inc. | 0.20% | 53,533 | $3.6M | Add +2.2% |
| STRL Sterling Infrastructure Inc. | 0.19% | 10,458 | $3.6M | Reduce -2.0% |
| LOGI Logitech International-Reg | 0.18% | 30,526 | $3.3M | Reduce -1.3% |
| QLYS Qualys Inc. | 0.17% | 23,360 | $3.1M | Reduce -1.1% |
| GIL Gildan Activewear Inc. | 0.17% | 52,517 | $3.0M | Reduce -1.2% |
| DCI Donaldson Co. Inc. | 0.16% | 35,152 | $2.9M | Add +2.8% |
| AOS Smith (a.o.) Corp. | 0.13% | 32,058 | $2.4M | Add +2.5% |
| MSM MSC Industrial Direct Co. Class A | 0.13% | 25,487 | $2.3M | Reduce -75.3% |
| CSGS CSG Systems Intl Inc. | 0.13% | 36,416 | $2.3M | Add +3.0% |
| NRC NRC Health filed as NATIONAL RESH CORP | 0.13% | 180,306 | $2.3M | Reduce -0.4% |
| LQDT Liquidity Services Inc. | 0.13% | 83,692 | $2.3M | Add +2.7% |
| EVTC Evertec Inc. | 0.12% | 63,556 | $2.1M | Add +2.5% |
| PAYC Paycom Software Inc. | 0.11% | 9,944 | $2.1M | Add +3.0% |
| HXL Hexcel Corp. | 0.10% | 29,165 | $1.8M | Add +2.3% |
| UI Ubiquiti Inc. | 0.09% | 2,622 | $1.7M | Reduce -47.0% |
| VRSN Verisign Inc. | 0.08% | 5,391 | $1.5M | Add +2.0% |
| LAMR Lamar Advertising Co. Class A | 0.08% | 12,211 | $1.5M | Add +113.0% |
| JBTM JBT Marel Corp. | 0.08% | 10,640 | $1.5M | Reduce -13.8% |
| MXCT Maxcyte Inc. | 0.07% | 862,758 | $1.4M | Add +126.8% |
| TTC Toro Co. | 0.07% | 17,653 | $1.3M | Add +3.0% |
| IJH iShares Core S&P Midcap ETF | 0.06% | 16,164 | $1.1M | New |
| DLB Dolby Laboratories Inc. Class A | 0.05% | 13,168 | $953K | Add +2.8% |
| ZBRA Zebra Technologies Corp. Class A | 0.05% | 3,134 | $931K | Add +2.1% |
| KO The Coca-Cola Co. | 0.05% | 13,467 | $893K | Add +22.4% |
| JKHY Jack Henry & Associates Inc. filed as HENRY JACK & ASSOC INC | 0.05% | 5,847 | $871K | Add +2.2% |
| VO Vngrd Mrngstr MD-Cap ETF-Usd | 0.04% | 2,567 | $754K | No change |
Portfolio Sells Q2 2025 → Q3 2025
| KVUE Kenvue Inc. | Reduce -32.3% | 0.58% | −0.60 |
| TXN Texas Instruments Inc. | Reduce -0.0% | 2.63% | −0.55 |
| AMAT Applied Materials Inc. | Reduce -46.4% | 0.67% | −0.52 |
| UPS United Parcel Service Class B | Reduce -12.2% | 1.04% | −0.49 |
| SHEL Shell PLC-ADR | Reduce -24.5% | 1.07% | −0.42 |
| TTE Totalenergies SE -Spon ADR | Sold out | 0.00% | −0.42 |
| MSM MSC Industrial Direct Co. Class A | Reduce -75.3% | 0.13% | −0.39 |
| MUR Murphy Oil Corp. | Sold out | 0.00% | −0.32 |
| CB Chubb Ltd. | Reduce -0.2% | 2.32% | −0.24 |
| FDS Factset Research Systems Inc. | Reduce -1.2% | 0.32% | −0.22 |
| WAT Waters Corp. | Reduce -1.5% | 0.52% | −0.14 |
| ZTS Zoetis Inc. | Reduce -1.9% | 0.60% | −0.10 |
| MSFT Microsoft Corp. | Reduce -0.1% | 3.14% | −0.09 |
| RGA Reinsurance Group of America | Reduce -1.3% | 0.56% | −0.07 |
| PFE Pfizer Inc. | Reduce -0.9% | 2.37% | −0.06 |
| MMM 3M Co. | Reduce -0.1% | 1.14% | −0.06 |
| LH Labcorp Holdings Inc. | Reduce -7.2% | 0.96% | −0.05 |
| NRC NRC Health | Reduce -0.4% | 0.13% | −0.05 |
| MA Mastercard Inc. Class A | Reduce -0.6% | 0.73% | −0.05 |
| XOM Exxon Mobil Corp. | Reduce -0.6% | 1.40% | −0.04 |
| AXP American Express Co. | Reduce -0.9% | 0.98% | −0.04 |
| AFL Aflac Inc. | Reduce -0.8% | 1.80% | −0.03 |
| FIZZ National Beverage Corp. | Sold out | 0.00% | −0.03 |
| QLYS Qualys Inc. | Reduce -1.1% | 0.17% | −0.03 |
| COP Conocophillips | Reduce -0.4% | 1.30% | −0.03 |
| UI Ubiquiti Inc. | Reduce -47.0% | 0.09% | −0.02 |
| TROW T Rowe Price Group Inc. | Reduce -1.9% | 0.88% | −0.02 |
| PEP Pepsico Inc. | Reduce -0.0% | 1.75% | −0.01 |
| KEYS Keysight Technologies Inc. | Reduce -1.0% | 0.73% | −0.01 |
| ATKR Atkore Inc. | Reduce -0.0% | 0.04% | −0.01 |
| JBTM JBT Marel Corp. | Reduce -13.8% | 0.08% | −0.01 |
| COF Capital One Financial Corp. | Reduce -9.3% | 0.02% | −0.00 |
| OEF iShares S&P 100 ETF | Reduce -7.1% | 0.03% | −0.00 |
| SO The Southern Co. | Reduce -2.2% | 0.02% | −0.00 |
| VTI VG Morningstar TS MKT ETF-US | Reduce -3.2% | 0.01% | −0.00 |
| GIL Gildan Activewear Inc. | Reduce -1.2% | 0.17% | +0.01 |
| LOGI Logitech International-Reg | Reduce -1.3% | 0.18% | +0.02 |
| STRL Sterling Infrastructure Inc. | Reduce -2.0% | 0.19% | +0.05 |
| ROST Ross Stores Inc. | Reduce -0.7% | 0.57% | +0.06 |
| HD Home Depot Inc. | Reduce -0.1% | 2.34% | +0.07 |
| HSY The Hershey Co. | Reduce -0.4% | 1.82% | +0.09 |
| NVDA Nvidia Corp. | Reduce -0.6% | 1.06% | +0.09 |
| GNRC Generac Holdings Inc. | Reduce -0.3% | 1.19% | +0.10 |
| INTC Intel Corp. | Reduce -3.2% | 0.54% | +0.14 |
| GOOGL Alphabet Inc. Class A | Reduce -0.6% | 0.67% | +0.15 |
| CAT Caterpillar Inc. | Reduce -2.4% | 2.03% | +0.22 |
Portfolio Buys Q2 2025 → Q3 2025
| HUBB Hubbell Inc. | New | 0.61% | +0.61 |
| META Meta Platforms Inc. Class A | Add +1413.3% | 0.65% | +0.60 |
| JNJ Johnson & Johnson | Add +0.0% | 3.65% | +0.43 |
| SHW The Sherwin-Williams Co. | New | 0.42% | +0.42 |
| GD General Dynamics Corp. | Add +38.1% | 1.24% | +0.42 |
| LLY Eli Lilly & Co. | Add +109.1% | 0.82% | +0.39 |
| RSP Invesco S&P 500 Equal Weight | Add +119.5% | 0.52% | +0.28 |
| BHP BHP Group Ltd.-Spon ADR | Add +10.4% | 1.54% | +0.25 |
| MRK Merck & Co. Inc. | Add +19.2% | 1.44% | +0.22 |
| AAPL Apple Inc. | Add +0.4% | 1.53% | +0.22 |
| JPM JPMorgan Chase & Co. | Add +13.1% | 1.35% | +0.18 |
| GWW WW Grainger Inc. | Add +49.0% | 0.81% | +0.18 |
| CVX Chevron Corp. | Add +23.1% | 0.85% | +0.17 |
| MCD McDonald's Corp. | Add +14.9% | 1.41% | +0.15 |
| LMT Lockheed Martin Corp. | Add +4.9% | 2.72% | +0.15 |
| DGX Quest Diagnostics Inc. | Add +10.9% | 1.58% | +0.14 |
| MDT Medtronic PLC | Add +5.0% | 2.09% | +0.14 |
| LOW Lowe's Cos Inc. | Add +6.9% | 1.15% | +0.13 |
| MEDP Medpace Holdings Inc. | Add +1.9% | 0.35% | +0.13 |
| GPC Genuine Parts Co. | Add +0.2% | 1.05% | +0.07 |
| IJH iShares Core S&P Midcap ETF | New | 0.06% | +0.06 |
| ACN Accenture PLC Class A | Add +32.7% | 2.54% | +0.06 |
| DUK Duke Energy Corp. | Add +6.9% | 1.08% | +0.05 |
| LAMR Lamar Advertising Co. Class A | Add +113.0% | 0.08% | +0.04 |
| FTNT Fortinet Inc. | Add +40.5% | 0.84% | +0.04 |
| TECH Bio-Techne Corp. | New | 0.03% | +0.03 |
| VENU Venu Holding Corp. | New | 0.03% | +0.03 |
| MXCT Maxcyte Inc. | Add +126.8% | 0.07% | +0.03 |
| SNY Sanofi-ADR | Add +11.3% | 1.44% | +0.02 |
| AEP American Electric Power | Add +0.3% | 1.25% | +0.02 |
| DCI Donaldson Co. Inc. | Add +2.8% | 0.16% | +0.02 |
| TSCO Tractor Supply Company | Add +0.2% | 2.01% | +0.02 |
| FTDR Frontdoor Inc. | Add +2.2% | 0.20% | +0.02 |
| LQDT Liquidity Services Inc. | Add +2.7% | 0.13% | +0.01 |
| VOO Vanguard S&P 500 ETF | Add +97.2% | 0.03% | +0.01 |
| WFC Wells Fargo & Co. | New | 0.01% | +0.01 |
| IVW iShares S&P 500 Growth ETF | New | 0.01% | +0.01 |
| IEFA iShares Core MSCI Eafe ETF | New | 0.01% | +0.01 |
| GLW Corning Inc. | New | 0.01% | +0.01 |
| MCK McKesson Corp. | New | 0.01% | +0.01 |
| IAU iShares Gold Trust | New | 0.01% | +0.01 |
| AOS Smith (a.o.) Corp. | Add +2.5% | 0.13% | +0.01 |
| HXL Hexcel Corp. | Add +2.3% | 0.10% | +0.01 |
| KO The Coca-Cola Co. | Add +22.4% | 0.05% | +0.00 |
| ABBV Abbvie Inc. | Add +4.2% | 0.02% | +0.00 |
| TTC Toro Co. | Add +3.0% | 0.07% | +0.00 |
| IBM Intl Business Machines Corp. | Add +16.0% | 0.03% | +0.00 |
| VBR Vngrd Mrngst SL-CP Val ETF-U | Add +0.2% | 0.62% | +0.00 |
| CLX Clorox Company | Add +4.3% | 1.57% | +0.00 |
| SEGI Sycamore Entertainment Group | New | 0.00% | 0.00 |
All Filings
| Quarter | Positions | 13F Reported Value | Top Holdings |
|---|---|---|---|
| Q2 2026 | 125 | $2.1B | CSCO, JNJ, TXN, CAT, CB |
| Q1 2026 | 123 | $1.8B | JNJ, CSCO, LMT, TXN, CB |
| Q4 2025 | 130 | $1.9B | JNJ, CSCO, MSFT, ACN, CB |
| Q3 2025 | 127 | $1.8B | JNJ, MSFT, CSCO, LMT, TXN |
| Q2 2025 | 118 | $1.7B | CSCO, MSFT, JNJ, TXN, PAYX |
| Q1 2025 | 117 | $1.5B | JNJ, CSCO, CB, PAYX, TXN |
| Q4 2024 | 116 | $1.5B | CSCO, JNJ, TXN, MSFT, PAYX |
| Q3 2024 | 113 | $1.5B | TXN, JNJ, LMT, CSCO, MSFT |
| Q2 2024 | 107 | $1.4B | TXN, MSFT, JNJ, CSCO, LMT |
| Q1 2024 | 107 | $1.5B | JNJ, MSFT, CSCO, TXN, LMT |