Willis Investment Counsel Top Holdings and 13F Report (2025) About Willis Investment CounselInvestment ActivityWillis Investment Counsel has $1.52 billion in total holdings as of December 31, 2024.Willis Investment Counsel owns shares of 116 different stocks, but just 45 companies or ETFs make up 80% of its holdings.Approximately 4.52% of the portfolio was purchased this quarter.About 0.16% of the portfolio was sold this quarter.This quarter, Willis Investment Counsel has purchased 113 new stocks and bought additional shares in 79 stocks.Willis Investment Counsel sold shares of 9 stocks and completely divested from 0 stocks this quarter.Largest Holdings Cisco Systems $52,737,846Johnson & Johnson $48,010,225Texas Instruments $47,420,341Microsoft $46,486,392Paychex $44,123,168 Largest New Holdings this Quarter Zoetis $7,531,765 HoldingInvesco S&P 500 Equal Weight ETF $857,050 HoldingLamar Advertising $368,750 Holding Largest Purchases this Quarter Tractor Supply 358,506 shares (about $19.02M)FactSet Research Systems 16,310 shares (about $7.83M)Zoetis 46,227 shares (about $7.53M)Hershey 44,431 shares (about $7.52M)Target 26,607 shares (about $3.60M) Largest Sales this Quarter Advance Auto Parts 30,637 shares (about $1.45M)BHP Group 9,132 shares (about $445.92K)Mosaic 16,765 shares (about $412.08K)iShares S&P 100 ETF 60 shares (about $17.33K)TotalEnergies 306 shares (about $16.68K) Sector Allocation Over TimeMap of 500 Largest Holdings ofWillis Investment Counsel Selling Neutral Buying Latest 13F Holdings and Changes Since Previous Quarterly FilingIssuer NameHoldings ValueApproximate Purchase/SaleChange in SharesShares Held% of PortfolioSectorCSCOCisco Systems$52,737,846$37,770 ▲0.1%890,8423.5%Computer and TechnologyJNJJohnson & Johnson$48,010,225$3,338,263 ▲7.5%331,9753.1%MedicalTXNTexas Instruments$47,420,341$191,635 ▲0.4%252,8953.1%Computer and TechnologyMSFTMicrosoft$46,486,392$1,257,335 ▲2.8%110,2883.0%Computer and TechnologyPAYXPaychex$44,123,168$244,964 ▲0.6%314,6712.9%Business ServicesLMTLockheed Martin$42,316,627$1,933,555 ▲4.8%87,0822.8%AerospaceCBChubb$40,717,501$393,451 ▲1.0%147,3672.7%FinanceACNAccenture$40,688,383$227,960 ▲0.6%115,6612.7%Computer and TechnologyHDHome Depot$37,850,283$227,559 ▲0.6%97,3042.5%Retail/WholesalePFEPfizer$37,641,772$3,226,897 ▲9.4%1,418,8382.5%MedicalWMTWalmart$34,802,368$4,517 ▲0.0%385,1952.3%Retail/WholesaleCLXClorox$30,173,342$133,014 ▲0.4%185,7852.0%Consumer StaplesPEPPepsiCo$29,846,641$230,523 ▲0.8%196,2822.0%Consumer StaplesVZVerizon Communications$29,006,467$1,838,460 ▲6.8%725,3431.9%Computer and TechnologyAFLAflac$28,287,323$347,248 ▲1.2%273,4661.9%FinanceMDTMedtronic$28,252,518$146,740 ▲0.5%353,6871.9%MedicalFDSFactSet Research Systems$27,957,099$7,833,367 ▲38.9%58,2101.8%Business ServicesAAPLApple$27,691,694$11,770 ▲0.0%110,5811.8%Computer and TechnologyCATCaterpillar$26,762,256$340,632 ▲1.3%73,7741.8%Industrial ProductsTROWT. Rowe Price Group$25,041,066$64,687 ▲0.3%221,4261.6%FinanceAMATApplied Materials$24,118,680$149,620 ▲0.6%148,3041.6%Computer and TechnologyHSYHershey$23,807,054$7,524,390 ▲46.2%140,5791.6%Consumer StaplesTSCOTractor Supply$23,736,815$19,022,328 ▲403.5%447,3581.6%Retail/WholesaleGOOGLAlphabet$22,847,942$194,032 ▲0.9%120,6971.5%Computer and TechnologyTAT&T$22,733,7960.0%998,4101.5%Computer and TechnologyXOMExxon Mobil$22,513,540$203,738 ▲0.9%209,2921.5%Oils/EnergyCOPConocoPhillips$22,182,246$152,226 ▲0.7%223,6791.5%Oils/EnergyUPSUnited Parcel Service$21,628,924$217,018 ▲1.0%171,5221.4%TransportationKMBKimberly-Clark$21,548,2180.0%164,4401.4%Consumer StaplesSHELShell$21,245,993$172,162 ▲0.8%339,1221.4%Oils/EnergyETNEaton$20,456,467$4,646 ▲0.0%61,6401.3%Industrial ProductsADPAutomatic Data Processing$20,416,1610.0%69,7441.3%Business ServicesNVDANVIDIA$20,198,962$298,258 ▲1.5%150,4131.3%Computer and TechnologyBHPBHP Group$19,693,823$445,916 ▼-2.2%403,3141.3%Basic MaterialsKVUEKenvue$18,979,787$111,682 ▲0.6%888,9831.2%Consumer StaplesMCDMcDonald's$18,784,8720.0%64,8001.2%Retail/WholesaleMRKMerck & Co., Inc.$18,684,035$2,189 ▲0.0%187,8171.2%MedicalDGXQuest Diagnostics$18,118,2860.0%120,1001.2%MedicalDRIDarden Restaurants$17,324,832$1,829,562 ▲11.8%92,8001.1%Retail/WholesaleLOWLowe's Companies$16,898,643$2,962 ▲0.0%68,4711.1%Retail/WholesaleGNRCGenerac$16,739,198$457,863 ▲2.8%107,9601.1%Industrial ProductsAXPAmerican Express$16,021,615$403,931 ▲2.6%53,9831.1%FinanceMMM3M$15,741,880$198,799 ▲1.3%121,9451.0%Multi-Sector ConglomeratesTGTTarget$15,558,001$3,596,734 ▲30.1%115,0911.0%Retail/WholesaleEMREmerson Electric$15,255,7830.0%123,1001.0%Industrial ProductsLab Corp Of Amer$15,097,741$191,253 ▲1.3%65,8371.0%COMPGProcter & Gamble$14,843,731$6,203 ▼0.0%88,5401.0%Consumer StaplesJPMJPMorgan Chase & Co.$14,464,341$14,143 ▼-0.1%60,3410.9%FinanceAEPAmerican Electric Power$14,350,9880.0%155,6000.9%UtilitiesGPCGenuine Parts$14,214,7130.0%121,7430.9%Retail/WholesaleAOSA. O. Smith$13,946,899$35,333 ▲0.3%204,4700.9%Industrial ProductsDEDeere & Company$12,753,3700.0%30,1000.8%Industrial ProductsFTNTFortinet$12,177,622$170,442 ▲1.4%128,8910.8%Computer and TechnologyKEYSKeysight Technologies$12,145,395$341,339 ▲2.9%75,6110.8%Computer and TechnologyDUKDuke Energy$12,005,468$2,478 ▲0.0%111,4300.8%UtilitiesWATWaters$11,770,082$354,657 ▲3.1%31,7270.8%MedicalRGAReinsurance Group of America$11,393,529$325,999 ▲2.9%53,3330.7%FinanceSNYSanofi$11,367,8110.0%235,7000.7%MedicalGDGeneral Dynamics$11,224,6740.0%42,6000.7%AerospaceCVXChevron$10,372,2820.0%71,6120.7%Oils/EnergyMAMastercard$9,031,729$147,440 ▲1.7%17,1520.6%Business ServicesROSTRoss Stores$7,684,819$134,176 ▲1.8%50,8020.5%Retail/WholesaleZTSZoetis$7,531,765$7,531,765 ▲New Holding46,2270.5%MedicalMURMurphy Oil$7,470,559$53,863 ▲0.7%246,8790.5%Oils/EnergyADBEAdobe$7,363,011$291,265 ▲4.1%16,5580.5%Computer and TechnologyVLOValero Energy$7,245,0690.0%59,1000.5%Oils/EnergyMSMMSC Industrial Direct$6,681,095$148,036 ▲2.3%89,4510.4%Industrial ProductsINTCIntel$6,030,779$46,556 ▲0.8%300,7870.4%Computer and TechnologyTTETotalEnergies$5,566,467$16,677 ▼-0.3%102,1370.4%Oils/EnergyVBRVanguard Small-Cap Value ETF$5,205,990$344,833 ▲7.1%26,2690.3%ETFFTREFortrea$3,459,071$21,224 ▲0.6%185,4730.2%MedicalMOSMosaic$3,140,783$412,084 ▼-11.6%127,7780.2%Basic MaterialsMEDPMedpace$2,704,020$45,516 ▲1.7%8,1390.2%MedicalFTDRFrontdoor$2,555,987$10,114 ▲0.4%46,7530.2%ConstructionAAPAdvance Auto Parts$2,008,785$1,448,824 ▼-41.9%42,4780.1%Retail/WholesaleLQDTLiquidity Services$1,689,413$25,832 ▲1.6%52,3200.1%Business ServicesMXCTMaxCyte$1,686,7590.0%405,4710.1%MedicalGILGildan Activewear$1,654,607$29,265 ▲1.8%35,1670.1%Consumer DiscretionaryQLYSQualys$1,490,398$64,081 ▲4.5%10,6290.1%Computer and TechnologyLOGILogitech International$1,350,622$33,599 ▲2.6%16,4010.1%Computer and TechnologyDCIDonaldson$1,271,164$35,696 ▲2.9%18,8740.1%Industrial ProductsSTRLSterling Infrastructure$1,269,271$17,013 ▲1.4%7,5350.1%ConstructionEVTCEVERTEC$1,194,807$327,413 ▲37.7%34,6020.1%Business ServicesUIUbiquiti$1,116,613$37,840 ▲3.5%3,3640.1%Computer and TechnologyHXLHexcel$1,056,495$22,697 ▲2.2%16,8500.1%AerospaceNRCNational Research$974,557$15,982 ▼-1.6%55,2470.1%Business ServicesJBTJohn Bean Technologies$972,442$17,031 ▲1.8%7,6510.1%Industrial ProductsPAYCPaycom Software$901,048$31,770 ▲3.7%4,3960.1%Computer and TechnologyRSPInvesco S&P 500 Equal Weight ETF$857,050$857,050 ▲New Holding4,8910.1%ETFCSGSCSG Systems International$831,866$34,141 ▲4.3%16,2760.1%Computer and TechnologyPARPAR Technology$729,098$2,398 ▲0.3%10,0330.0%Computer and TechnologyKOCoca-Cola$687,3500.0%11,0400.0%Consumer StaplesBRK.ABerkshire Hathaway$680,9200.0%10.0%FinanceVOVanguard Mid-Cap ETF$678,022$76,862 ▲12.8%2,5670.0%ETFJKHYJack Henry & Associates$639,845$11,920 ▲1.9%3,6500.0%Computer and TechnologyCOFCapital One Financial$542,2710.0%3,0410.0%FinanceOEFiShares S&P 100 ETF$514,442$17,331 ▼-3.3%1,7810.0%ETFDLBDolby Laboratories$480,862$16,089 ▲3.5%6,1570.0%Consumer DiscretionaryVRSNVeriSign$458,209$52,361 ▲12.9%2,2140.0%Computer and TechnologyATKRAtkore$446,458$14,270 ▲3.3%5,3500.0%Industrial ProductsShowing largest 100 holdings. 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