# EDGAR Filing Document

**Accession Number:** 0001620081
**File Stem:** 0000905729-23-000043
**Filing Date:** 2023-2
**Character Count:** 9988
**Document Hash:** 5891814fa0c19bb08247c35b2336bf72
**Contains OCR:** False
**Source Format:** 

## Filing Content

## Filing Summary
**0000905729-23-000043.hdr.sgml**: 20230209

**ACCESSION NUMBER**: 0000905729-23-000043

**CONFORMED SUBMISSION TYPE**: 13F-HR

**PUBLIC DOCUMENT COUNT**: 2

**CONFORMED PERIOD OF REPORT**: 20221231

**FILED AS OF DATE**: 20230209

**DATE AS OF CHANGE**: 20230209

**EFFECTIVENESS DATE**: 20230209

**FILER**: 

**COMPANY DATA:**
- **COMPANY CONFORMED NAME:** Long Road Investment Counsel, LLC
- **CENTRAL INDEX KEY:** 0001620081
- **IRS NUMBER:** 465296913
- **STATE OF INCORPORATION:** MI
- **FISCAL YEAR END:** 1231

**FILING VALUES:**
- **FORM TYPE:** 13F-HR
- **SEC ACT:** 1934 Act
- **SEC FILE NUMBER:** 028-16587
- **FILM NUMBER:** 23605454

**BUSINESS ADDRESS:**
- **STREET 1:** 107 WEST MICHIGAN AVENUE
- **STREET 2:** SUITE 804
- **CITY:** KALAMAZOO
- **STATE:** MI
- **ZIP:** 49007-3946
- **BUSINESS PHONE:** 269-488-8001

**MAIL ADDRESS:**
- **STREET 1:** 107 WEST MICHIGAN AVENUE
- **STREET 2:** SUITE 804
- **CITY:** KALAMAZOO
- **STATE:** MI
- **ZIP:** 49007-3946

### FORM 13F COVER PAGE

**Report for the Calendar Year or Quarter Ended:** 12-31-2022

**Check here if Amendment** [ ] **Amendment Number:** 

**This Amendment (Check only one.):** [ ] is a restatement.

[ ] adds new holdings entries.

**Institutional Investment Manager Filing this Report:**

**Name:** Long Road Investment Counsel LLC<br>**Address:** 107 West Michigan Avenue<br>Suite 804<br>Kalamazoo, MI 49007-3946

**Form 13F File Number:** 028-16587

**CRD Number (if applicable):** 000171343

**SEC File Number (if applicable):** 801-79721

The institutional investment manager filing this report and the person by whom it is signed hereby represent that the person signing the report is authorized to submit it, that all information contained herein is true, correct and complete, and that it is understood that all required items, statements, schedules, lists, and tables, are considered integral parts of this form.

**Person Signing this Report on Behalf of Reporting Manager:**

**Name:** Charles D. Wattles<br>**Title:** Member<br>**Phone:** 269-488-8001

**Signature, Place, and Date of Signing:**

/s/ Charles D. Wattles  Kalamazoo, MI  02-08-2023<br>[Signature]  [City, State]  [Date]

**Report Type (Check only one.):**

[x] **13F HOLDINGS REPORT.** (Check here if all holdings of this reporting manager are reported in this report.)

[ ] **13F NOTICE.** (Check here if no holdings are reported in this report, and all holdings are reported by other reporting manager(s).)

[ ] **13F COMBINATION REPORT.** (Check here if a portion of the holdings for this reporting manager are reported in this report and a portion are reported by other reporting manager(s).)

### Form 13F Summary Page

**Report Summary:**

**Number of Other Included Managers:** 0

**Form 13F Information Table Entry Total:** 69

**Form 13F Information Table Value Total:** $201277

      (round to nearest dollar)

**List of Other Included Managers:**

Provide a numbered list of the name(s) and Form 13F file number(s) of all institutional investment managers with respect to which this report is filed, other than the manager filing this report.

[If there are no entries in this list, state “NONE” and omit the column headings and list entries.]

**NONE**

### FORM 13F INFORMATION TABLE

---

|  |  |  |  |  |  |  |  |  |  |  |  |  |
| --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- |
| NAME OF ISSUER | TITLE OF CLASS | CUSIP | FIGI | VALUE (x$1000) | SHRS OR PRN AMT | SH/PRN | PUT/CALL | INVESTMENT DISCRETION | OTHER MANAGER | VOTING AUTHORITY | VOTING AUTHORITY | VOTING AUTHORITY |
| NAME OF ISSUER | TITLE OF CLASS | CUSIP | FIGI | VALUE (x$1000) | SHRS OR PRN AMT | SH/PRN | PUT/CALL | INVESTMENT DISCRETION | OTHER MANAGER | SOLE | SHARED | NONE |
| ABBOTT LABS | COM | 002824100 |  | 1600 | 14570 | SH |  | SOLE |  | 0 | 0 | 14570 |
| ABBVIE INC | COM | 00287Y109 |  | 1105 | 6835 | SH |  | SOLE |  | 0 | 0 | 6835 |
| ACCENTURE | COM | g1151c101 |  | 5070 | 19000 | SH |  | SOLE |  | 0 | 0 | 19000 |
| ADOBE | COM | 00724f101 |  | 808 | 2400 | SH |  | SOLE |  | 0 | 0 | 2400 |
| AUTOMATIC DATA PROCESSING IN | COM | 053015103 |  | 13026 | 54534 | SH |  | SOLE |  | 0 | 0 | 54534 |
| AFFILIATED MANAGERS GROUP IN | COM | 008252108 |  | 2381 | 15045 | SH |  | SOLE |  | 0 | 0 | 15045 |
| AFLAC INC | COM | 001055102 |  | 3439 | 47800 | SH |  | SOLE |  | 0 | 0 | 47800 |
| AIR PRODS  CHEMS INC | COM | 009158106 |  | 4518 | 14655 | SH |  | SOLE |  | 0 | 0 | 14655 |
| ALPHABET CL C | COM | 02079k107 |  | 4585 | 51680 | SH |  | SOLE |  | 0 | 0 | 51680 |
| ALPHABET CLA | COM | 02079k305 |  | 4565 | 51740 | SH |  | SOLE |  | 0 | 0 | 51740 |
| AMGEN INC | COM | 031162100 |  | 578 | 2200 | SH |  | SOLE |  | 0 | 0 | 2200 |
| APPLE INC | COM | 037833100 |  | 4515 | 34751 | SH |  | SOLE |  | 0 | 0 | 34751 |
| BECTON DICKINSON  CO | COM | 075887109 |  | 4374 | 16599 | SH |  | SOLE |  | 0 | 0 | 16599 |
| BERKSHIRE HATHAWAY INC CL A | COM | 084670108 |  | 937 | 2 | SH |  | SOLE |  | 0 | 0 | 2 |
| BERKSHIRE HATHAWAY INC CL B | COM | 084670702 |  | 216 | 700 | SH |  | SOLE |  | 0 | 0 | 700 |
| BORGWARNER INC | COM | 099724106 |  | 1881 | 46730 | SH |  | SOLE |  | 0 | 0 | 46730 |
| BP PLC | COM | 055622104 |  | 206 | 5900 | SH |  | SOLE |  | 0 | 0 | 5900 |
| BROADRIDGE | COM | 11133t103 |  | 2341 | 17450 | SH |  | SOLE |  | 0 | 0 | 17450 |
| CARMAX INC | COM | 143130102 |  | 4798 | 78800 | SH |  | SOLE |  | 0 | 0 | 78800 |
| CHEESECAKE FACTORY INC | COM | 163072101 |  | 1383 | 43620 | SH |  | SOLE |  | 0 | 0 | 43620 |
| CINTAS CORP | COM | 172908105 |  | 1558 | 3450 | SH |  | SOLE |  | 0 | 0 | 3450 |
| COSTCO | COM | 22160k105 |  | 428 | 938 | SH |  | SOLE |  | 0 | 0 | 938 |
| DORMAN PRODS INC | COM | 258278100 |  | 2309 | 28550 | SH |  | SOLE |  | 0 | 0 | 28550 |
| ECOLAB INC | COM | 278865100 |  | 245 | 1680 | SH |  | SOLE |  | 0 | 0 | 1680 |
| EQUIFAX INC | COM | 294429105 |  | 1160 | 5966 | SH |  | SOLE |  | 0 | 0 | 5966 |
| EXPEDITORS INTL WASH INC | COM | 302130109 |  | 3949 | 38000 | SH |  | SOLE |  | 0 | 0 | 38000 |
| EXXON MOBIL CORP | COM | 30231g102 |  | 624 | 5655 | SH |  | SOLE |  | 0 | 0 | 5655 |
| FASTENAL CO | COM | 311900104 |  | 6106 | 129045 | SH |  | SOLE |  | 0 | 0 | 129045 |
| FIDELITY NATL INFORMATION SVCS | COM | 31620m106 |  | 2183 | 32174 | SH |  | SOLE |  | 0 | 0 | 32174 |
| FLOWERS FOODS INC | COM | 343498101 |  | 221 | 7690 | SH |  | SOLE |  | 0 | 0 | 7690 |
| GENERAL ELECTRIC CO | COM | 369604301 |  | 1182 | 14105 | SH |  | SOLE |  | 0 | 0 | 14105 |
| GEN DIGITAL INC | COM | 668771108 |  | 1638 | 76425 | SH |  | SOLE |  | 0 | 0 | 76425 |
| GENTEX CORP | COM | 371901109 |  | 717 | 26300 | SH |  | SOLE |  | 0 | 0 | 26300 |
| GILEAD SCIENCES INC | COM | 375558103 |  | 2146 | 25000 | SH |  | SOLE |  | 0 | 0 | 25000 |
| IDEXX | COM | 45168d104 |  | 4447 | 10900 | SH |  | SOLE |  | 0 | 0 | 10900 |
| INTERCONTINENTAL EXCHANGE IN | COM | 45866F104 |  | 5451 | 53135 | SH |  | SOLE |  | 0 | 0 | 53135 |
| INTUIT SOFTWARE | COM | 461202103 |  | 2012 | 5170 | SH |  | SOLE |  | 0 | 0 | 5170 |
| ILLINOIS TOOL WKS INC | COM | 452308109 |  | 8884 | 40326 | SH |  | SOLE |  | 0 | 0 | 40326 |
| JACOBS SOLUTIONS INC | COM | 46982l108 |  | 579 | 4825 | SH |  | SOLE |  | 0 | 0 | 4825 |
| JOHNSON  JOHNSON | COM | 478160104 |  | 2613 | 14795 | SH |  | SOLE |  | 0 | 0 | 14795 |
| KNIGHT-SWIFT TRANSN HLDGS IN | COM | 499049104 |  | 590 | 11255 | SH |  | SOLE |  | 0 | 0 | 11255 |
| LAUDER ESTEE COS INC | COM | 518439104 |  | 8531 | 34384 | SH |  | SOLE |  | 0 | 0 | 34384 |
| LOWES COS INC | COM | 548661107 |  | 239 | 1200 | SH |  | SOLE |  | 0 | 0 | 1200 |
| MEDTRONIC PLC | COM | G5960L103 |  | 567 | 7300 | SH |  | SOLE |  | 0 | 0 | 7300 |
| MICROSOFT CORP | COM | 594918104 |  | 748 | 3117 | SH |  | SOLE |  | 0 | 0 | 3117 |
| MOODYS CORP | COM | 615369105 |  | 1025 | 3679 | SH |  | SOLE |  | 0 | 0 | 3679 |
| OMNICOM GROUP INC | COM | 681919106 |  | 4248 | 52080 | SH |  | SOLE |  | 0 | 0 | 52080 |
| ORACLE | COM | 68389x105 |  | 6479 | 79265 | SH |  | SOLE |  | 0 | 0 | 79265 |
| OREILLY AUTOMOTIVE | COM | 67103h107 |  | 20891 | 24751 | SH |  | SOLE |  | 0 | 0 | 24751 |
| PAYPAL | COM | 70450y103 |  | 1075 | 15100 | SH |  | SOLE |  | 0 | 0 | 15100 |
| PEPSICO INC | COM | 713448108 |  | 5163 | 28580 | SH |  | SOLE |  | 0 | 0 | 28580 |
| PERKINELMER INC | COM | 714046109 |  | 243 | 1730 | SH |  | SOLE |  | 0 | 0 | 1730 |
| PFIZER INC | COM | 717081103 |  | 463 | 9035 | SH |  | SOLE |  | 0 | 0 | 9035 |
| PROCTER AND GAMBLE CO | COM | 742718109 |  | 887 | 5851 | SH |  | SOLE |  | 0 | 0 | 5851 |
| RITCHIE BROS AUCTIONEERS | COM | 767744105 |  | 3351 | 57940 | SH |  | SOLE |  | 0 | 0 | 57940 |
| SCOTTS MIRACLE-GRO CO | COM | 810186106 |  | 576 | 11850 | SH |  | SOLE |  | 0 | 0 | 11850 |
| STARBUCKS CORP | COM | 855244109 |  | 6941 | 69970 | SH |  | SOLE |  | 0 | 0 | 69970 |
| STATE STR CORP | COM | 857477103 |  | 1707 | 22001 | SH |  | SOLE |  | 0 | 0 | 22001 |
| STRYKER CORPORATION | COM | 863667101 |  | 10714 | 43820 | SH |  | SOLE |  | 0 | 0 | 43820 |
| SYSCO CORP | COM | 871829107 |  | 1251 | 16360 | SH |  | SOLE |  | 0 | 0 | 16360 |
| THERMO FISHER SCIENTIFIC INC | COM | 883556102 |  | 4208 | 7641 | SH |  | SOLE |  | 0 | 0 | 7641 |
| TRACTOR SUPPLY CO | COM | 892356106 |  | 596 | 2650 | SH |  | SOLE |  | 0 | 0 | 2650 |
| WALGREENS BOOTS ALLIANCE INC | COM | 931427108 |  | 1870 | 50050 | SH |  | SOLE |  | 0 | 0 | 50050 |
| WESTERN UN CO | COM | 959802109 |  | 511 | 37112 | SH |  | SOLE |  | 0 | 0 | 37112 |
| WEX | COM | 96208t104 |  | 4454 | 27214 | SH |  | SOLE |  | 0 | 0 | 27214 |
| ISHARES MSCI EAFE ETF | ETF | 464287465 |  | 1007 | 15340 | SH |  | SOLE |  | 0 | 0 | 15340 |
| SPDR S 400 ETF | ETF | 78467y107 |  | 560 | 1265 | SH |  | SOLE |  | 0 | 0 | 1265 |
| SPDR S 500 ETF | ETF | 78462f103 |  | 849 | 2219 | SH |  | SOLE |  | 0 | 0 | 2219 |
| VANGUARD FTSE EMERGING MARKET | ETF | 922042858 |  | 755 | 19380 | SH |  | SOLE |  | 0 | 0 | 19380 |

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