# EDGAR Filing Document

**Accession Number:** 0001310929
**File Stem:** 0001310929-25-000006
**Filing Date:** 2025-11
**Character Count:** 15835
**Document Hash:** b58e96b120cd23c94145e774ffa2ab99
**Contains OCR:** False
**Source Format:** 

## Filing Content

## Filing Summary
**0001310929-25-000006.hdr.sgml**: 20251105

**ACCESSION NUMBER**: 0001310929-25-000006

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

**PUBLIC DOCUMENT COUNT**: 2

**CONFORMED PERIOD OF REPORT**: 20250930

**FILED AS OF DATE**: 20251105

**DATE AS OF CHANGE**: 20251105

**EFFECTIVENESS DATE**: 20251105

**FILER**: 

**COMPANY DATA:**
- **COMPANY CONFORMED NAME:** Willis Investment Counsel
- **CENTRAL INDEX KEY:** 0001310929

**ORGANIZATION NAME:**
- **EIN:** 581396624
- **STATE OF INCORPORATION:** GA
- **FISCAL YEAR END:** 1231

**FILING VALUES:**
- **FORM TYPE:** 13F-HR
- **SEC ACT:** 1934 Act
- **SEC FILE NUMBER:** 028-11914
- **FILM NUMBER:** 251452626

**BUSINESS ADDRESS:**
- **STREET 1:** 710 GREEN STREET
- **CITY:** GAINESVILLE
- **STATE:** GA
- **ZIP:** 30501
- **BUSINESS PHONE:** 770-718-0706

**MAIL ADDRESS:**
- **STREET 1:** 710 GREEN STREET
- **CITY:** GAINESVILLE
- **STATE:** GA
- **ZIP:** 30501

### FORM 13F COVER PAGE

**Report for the Calendar Year or Quarter Ended:** 09-30-2025

**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:** Willis Investment Counsel<br>**Address:** 710 GREEN STREET<br>GAINESVILLE, GA 30501

**Form 13F File Number:** 028-11914

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:** Kelli M. Wright<br>**Title:** Chief Compliance Officer<br>**Phone:** 770-718-0706

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

Kelli M. Wright  Gainesville, GA  11-05-2025<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:** 127

**Form 13F Information Table Value Total:** $1828440480

      (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 |
| 3m Company | COM | 88579Y101 |  | 20804052 | 134064 | SH |  | SOLE |  | 0 | 0 | 134064 |
| Abbott Laboratories | COM | 002824100 |  | 14327026 | 106966 | SH |  | SOLE |  | 0 | 0 | 106966 |
| Abbvie Inc | COM | 00287Y109 |  | 275301 | 1189 | SH |  | SOLE |  | 0 | 0 | 1189 |
| Accenture PLC | COM | G1151C101 |  | 46483360 | 188497 | SH |  | SOLE |  | 0 | 0 | 188497 |
| Adobe Systems Inc | COM | 00724F101 |  | 6012271 | 17044 | SH |  | SOLE |  | 0 | 0 | 17044 |
| Aflac Inc | COM | 001055102 |  | 32855438 | 294140 | SH |  | SOLE |  | 0 | 0 | 294140 |
| American Electric Power Co | COM | 025537101 |  | 22898025 | 203538 | SH |  | SOLE |  | 0 | 0 | 203538 |
| American Express | COM | 025816109 |  | 17875855 | 53817 | SH |  | SOLE |  | 0 | 0 | 53817 |
| AO Smith Corporation | COM | 831865209 |  | 2353378 | 32058 | SH |  | SOLE |  | 0 | 0 | 32058 |
| Apple Computer | COM | 037833100 |  | 28024323 | 110059 | SH |  | SOLE |  | 0 | 0 | 110059 |
| Applied Material Inc | COM | 038222105 |  | 12209260 | 59633 | SH |  | SOLE |  | 0 | 0 | 59633 |
| AT Corp | COM | 00206R102 |  | 28681081 | 1015619 | SH |  | SOLE |  | 0 | 0 | 1015619 |
| Atkore International Group | COM | 047649108 |  | 731109 | 11653 | SH |  | SOLE |  | 0 | 0 | 11653 |
| Automatic Data Proc | COM | 053015103 |  | 25140036 | 85656 | SH |  | SOLE |  | 0 | 0 | 85656 |
| Avery Dennison Corp | COM | 053611109 |  | 463482 | 2858 | SH |  | SOLE |  | 0 | 0 | 2858 |
| BHP Billiton Ltd | COM | 088606108 |  | 28109540 | 504207 | SH |  | SOLE |  | 0 | 0 | 504207 |
| Bio-Techne Corp | COM | 09073M104 |  | 614878 | 11053 | SH |  | SOLE |  | 0 | 0 | 11053 |
| Capital One Financial Corp | COM | 14040H105 |  | 289321 | 1361 | SH |  | SOLE |  | 0 | 0 | 1361 |
| Caterpillar Inc Del | COM | 149123101 |  | 37089347 | 77731 | SH |  | SOLE |  | 0 | 0 | 77731 |
| Chevron Corp | COM | 166764100 |  | 15533503 | 100029 | SH |  | SOLE |  | 0 | 0 | 100029 |
| Chubb Ltd | COM | H1467J104 |  | 42471567 | 150475 | SH |  | SOLE |  | 0 | 0 | 150475 |
| Cisco Systems Inc | COM | 17275R102 |  | 56053974 | 819263 | SH |  | SOLE |  | 0 | 0 | 819263 |
| Clorox Co Del Com | COM | 189054109 |  | 28654920 | 232400 | SH |  | SOLE |  | 0 | 0 | 232400 |
| Coca Cola Company | COM | 191216100 |  | 893131 | 13467 | SH |  | SOLE |  | 0 | 0 | 13467 |
| Conocophillips | COM | 20825C104 |  | 23770467 | 251300 | SH |  | SOLE |  | 0 | 0 | 251300 |
| Corning Inc | COM | 219350105 |  | 226075 | 2756 | SH |  | SOLE |  | 0 | 0 | 2756 |
| CSG Systems International Inc | COM | 126349109 |  | 2344462 | 36416 | SH |  | SOLE |  | 0 | 0 | 36416 |
| Darden Restaurants Inc | COM | 237194105 |  | 23338136 | 122600 | SH |  | SOLE |  | 0 | 0 | 122600 |
| Deere Co | COM | 244199105 |  | 15704595 | 34345 | SH |  | SOLE |  | 0 | 0 | 34345 |
| Dolby Laboratories Inc CL A | COM | 25659T107 |  | 952968 | 13168 | SH |  | SOLE |  | 0 | 0 | 13168 |
| Donaldson Co Inc | COM | 257651109 |  | 2877191 | 35152 | SH |  | SOLE |  | 0 | 0 | 35152 |
| Duke Energy Corp New | COM | 26441C204 |  | 19834898 | 160282 | SH |  | SOLE |  | 0 | 0 | 160282 |
| Eaton Corp | COM | G29183103 |  | 28844570 | 77073 | SH |  | SOLE |  | 0 | 0 | 77073 |
| Eli Lilly  Co | COM | 532457108 |  | 15084510 | 19770 | SH |  | SOLE |  | 0 | 0 | 19770 |
| Emerson Elec Co | COM | 291011104 |  | 18312728 | 139600 | SH |  | SOLE |  | 0 | 0 | 139600 |
| Evertec Inc | COM | 30040P103 |  | 2146922 | 63556 | SH |  | SOLE |  | 0 | 0 | 63556 |
| Exxon Mobil Corp | COM | 30231G102 |  | 25518031 | 226324 | SH |  | SOLE |  | 0 | 0 | 226324 |
| Factset Resh Sys Inc | COM | 303075105 |  | 5917737 | 20656 | SH |  | SOLE |  | 0 | 0 | 20656 |
| Flowers Foods Inc | COM | 343498101 |  | 134337 | 10294 | SH |  | SOLE |  | 0 | 0 | 10294 |
| Fortinet Inc | COM | 34959E109 |  | 15411864 | 183300 | SH |  | SOLE |  | 0 | 0 | 183300 |
| Frontdoor Inc | COM | 35905A109 |  | 3602236 | 53533 | SH |  | SOLE |  | 0 | 0 | 53533 |
| Generac | COM | 368736104 |  | 21692362 | 129584 | SH |  | SOLE |  | 0 | 0 | 129584 |
| General Dynamics Corp | COM | 369550108 |  | 22744700 | 66700 | SH |  | SOLE |  | 0 | 0 | 66700 |
| Genuine Parts Co | COM | 372460105 |  | 19268033 | 139019 | SH |  | SOLE |  | 0 | 0 | 139019 |
| Gildan Activewear Inc | COM | 375916103 |  | 3035483 | 52517 | SH |  | SOLE |  | 0 | 0 | 52517 |
| Google Inc | COM | 02079K107 |  | 314423 | 1291 | SH |  | SOLE |  | 0 | 0 | 1291 |
| Google Inc Class A | COM | 02079K305 |  | 12248837 | 50386 | SH |  | SOLE |  | 0 | 0 | 50386 |
| Hershey Co | COM | 427866108 |  | 33253375 | 177778 | SH |  | SOLE |  | 0 | 0 | 177778 |
| Hexcel Corp | COM | 428291108 |  | 1828646 | 29165 | SH |  | SOLE |  | 0 | 0 | 29165 |
| Home Depot Inc | COM | 437076102 |  | 42746735 | 105498 | SH |  | SOLE |  | 0 | 0 | 105498 |
| Hubble Inc | COM | 443510607 |  | 11208715 | 26048 | SH |  | SOLE |  | 0 | 0 | 26048 |
| Intel Corp | COM | 458140100 |  | 9819984 | 292697 | SH |  | SOLE |  | 0 | 0 | 292697 |
| Intl Business Machines Corp Ib | COM | 459200101 |  | 544518 | 1930 | SH |  | SOLE |  | 0 | 0 | 1930 |
| Invesco Exchange Traded Fd Tr | COM | 46137V357 |  | 9469445 | 49918 | SH |  | SOLE |  | 0 | 0 | 49918 |
| Ishares Gold Tr Ishares New | COM | 464285204 |  | 200118 | 2750 | SH |  | SOLE |  | 0 | 0 | 2750 |
| IShares S 100 | COM | 464287101 |  | 550517 | 1654 | SH |  | SOLE |  | 0 | 0 | 1654 |
| Ishares S 500 Growth Index F | COM | 464287309 |  | 232869 | 1929 | SH |  | SOLE |  | 0 | 0 | 1929 |
| Jack Henry  Associates | COM | 426281101 |  | 870794 | 5847 | SH |  | SOLE |  | 0 | 0 | 5847 |
| JBT Marel Corp | COM | 477839104 |  | 1494388 | 10640 | SH |  | SOLE |  | 0 | 0 | 10640 |
| Johnson And Johnson | COM | 478160104 |  | 66776232 | 360135 | SH |  | SOLE |  | 0 | 0 | 360135 |
| JP Morgan Chase  Co | COM | 46625H100 |  | 24596916 | 77979 | SH |  | SOLE |  | 0 | 0 | 77979 |
| Kenvue Inc. | COM | 49177J102 |  | 10640388 | 655600 | SH |  | SOLE |  | 0 | 0 | 655600 |
| Keysight Technologies | COM | 49338L103 |  | 13342198 | 76276 | SH |  | SOLE |  | 0 | 0 | 76276 |
| Kimberly Clark Corp | COM | 494368103 |  | 24512388 | 197140 | SH |  | SOLE |  | 0 | 0 | 197140 |
| Lab Corp Of Amer | COM | 504922105 |  | 17561757 | 61178 | SH |  | SOLE |  | 0 | 0 | 61178 |
| Lamar Advertising Co | COM | 512816109 |  | 1494871 | 12211 | SH |  | SOLE |  | 0 | 0 | 12211 |
| Liquidity Svcs Inc | COM | 53635B107 |  | 2295672 | 83692 | SH |  | SOLE |  | 0 | 0 | 83692 |
| Lockheed Martin Corp | COM | 539830109 |  | 49810175 | 99778 | SH |  | SOLE |  | 0 | 0 | 99778 |
| Logitech International | COM | H50430232 |  | 3348092 | 30526 | SH |  | SOLE |  | 0 | 0 | 30526 |
| Lowe's Companies Inc | COM | 548661107 |  | 20963778 | 83418 | SH |  | SOLE |  | 0 | 0 | 83418 |
| Mastercard | COM | 57636Q104 |  | 13287970 | 23361 | SH |  | SOLE |  | 0 | 0 | 23361 |
| MaxCyte Inc Com | COM | 57777K106 |  | 1363158 | 862758 | SH |  | SOLE |  | 0 | 0 | 862758 |
| Mcdonalds Corp Com | COM | 580135101 |  | 25765314 | 84785 | SH |  | SOLE |  | 0 | 0 | 84785 |
| Mckesson Corp | COM | 58155Q103 |  | 202297 | 262 | SH |  | SOLE |  | 0 | 0 | 262 |
| Medpace Holdings Inc | COM | 58506Q109 |  | 6418773 | 12484 | SH |  | SOLE |  | 0 | 0 | 12484 |
| Medtronic Inc | COM | G5960L103 |  | 38273908 | 401868 | SH |  | SOLE |  | 0 | 0 | 401868 |
| Merck  Company Inc | COM | 58933Y105 |  | 26338661 | 313817 | SH |  | SOLE |  | 0 | 0 | 313817 |
| Meta Platforms Inc | COM | 30303M102 |  | 11824252 | 16101 | SH |  | SOLE |  | 0 | 0 | 16101 |
| Microsoft Corp | COM | 594918104 |  | 57401291 | 110824 | SH |  | SOLE |  | 0 | 0 | 110824 |
| MSC Industrial | COM | 553530106 |  | 2348372 | 25487 | SH |  | SOLE |  | 0 | 0 | 25487 |
| Mycelx Technologies Corp | COM | 62847T202 |  | 3904 | 10360 | SH |  | SOLE |  | 0 | 0 | 10360 |
| National Research Corporation | COM | 637372202 |  | 2304311 | 180306 | SH |  | SOLE |  | 0 | 0 | 180306 |
| Nvidia Corp | COM | 67066G104 |  | 19444808 | 104217 | SH |  | SOLE |  | 0 | 0 | 104217 |
| PAR Technology Corp | COM | 698884103 |  | 586892 | 14828 | SH |  | SOLE |  | 0 | 0 | 14828 |
| Paychex Inc | COM | 704326107 |  | 40706819 | 321133 | SH |  | SOLE |  | 0 | 0 | 321133 |
| Paycom Software Inc | COM | 70432V102 |  | 2069744 | 9944 | SH |  | SOLE |  | 0 | 0 | 9944 |
| Pepsico Inc | COM | 713448108 |  | 31940129 | 227429 | SH |  | SOLE |  | 0 | 0 | 227429 |
| Pfizer Inc | COM | 717081103 |  | 43408747 | 1703640 | SH |  | SOLE |  | 0 | 0 | 1703640 |
| Price T Rowe Group Inc | COM | 74144T108 |  | 16165800 | 157500 | SH |  | SOLE |  | 0 | 0 | 157500 |
| Procter  Gamble Co | COM | 742718109 |  | 32334721 | 210444 | SH |  | SOLE |  | 0 | 0 | 210444 |
| Puresafe Water Systems Inc | COM | 74624H103 |  | 1 | 14000 | SH |  | SOLE |  | 0 | 0 | 14000 |
| Qualys Inc. | COM | 74758T303 |  | 3091229 | 23360 | SH |  | SOLE |  | 0 | 0 | 23360 |
| Quest Diagnostics Inc. | COM | 74834L100 |  | 28930044 | 151800 | SH |  | SOLE |  | 0 | 0 | 151800 |
| QXO Inc | COM | 82846H405 |  | 285900 | 15000 | SH |  | SOLE |  | 0 | 0 | 15000 |
| Reinsurance Group America | COM | 759351604 |  | 10238800 | 53291 | SH |  | SOLE |  | 0 | 0 | 53291 |
| Ross Stores Inc | COM | 778296103 |  | 10487327 | 68819 | SH |  | SOLE |  | 0 | 0 | 68819 |
| Sanofi-Aventis | COM | 80105N105 |  | 26276240 | 556700 | SH |  | SOLE |  | 0 | 0 | 556700 |
| Shell | COM | 780259305 |  | 19594857 | 273939 | SH |  | SOLE |  | 0 | 0 | 273939 |
| Sherwin-Williams Co | COM | 824348106 |  | 7766266 | 22429 | SH |  | SOLE |  | 0 | 0 | 22429 |
| Southern Company | COM | 842587107 |  | 421442 | 4447 | SH |  | SOLE |  | 0 | 0 | 4447 |
| Sterling Construction | COM | 859241101 |  | 3552373 | 10458 | SH |  | SOLE |  | 0 | 0 | 10458 |
| Summit Therapeutics | COM | 86627T108 |  | 206600 | 10000 | SH |  | SOLE |  | 0 | 0 | 10000 |
| Sunoco LP/Sunoco Fin Corp Com | COM | 86765K109 |  | 244199 | 4883 | SH |  | SOLE |  | 0 | 0 | 4883 |
| Sycamore Entmt Group Inc | COM | 871156105 |  | 10 | 19305 | SH |  | SOLE |  | 0 | 0 | 19305 |
| Target Corp Com | COM | 87612E106 |  | 11478191 | 127962 | SH |  | SOLE |  | 0 | 0 | 127962 |
| Texas Instruments Inc | COM | 882508104 |  | 48068361 | 261625 | SH |  | SOLE |  | 0 | 0 | 261625 |
| The Toro Company | COM | 891092108 |  | 1345159 | 17653 | SH |  | SOLE |  | 0 | 0 | 17653 |
| Tractor Supply Co | COM | 892356106 |  | 36675634 | 644903 | SH |  | SOLE |  | 0 | 0 | 644903 |
| Ubiquiti Inc. | COM | 90353W103 |  | 1732041 | 2622 | SH |  | SOLE |  | 0 | 0 | 2622 |
| United Parcel Service | COM | 911312106 |  | 19105900 | 228731 | SH |  | SOLE |  | 0 | 0 | 228731 |
| Valero Energy Corp | COM | 91913Y100 |  | 17809196 | 104600 | SH |  | SOLE |  | 0 | 0 | 104600 |
| Vanguard S 500 ETF | COM | 922908363 |  | 469695 | 767 | SH |  | SOLE |  | 0 | 0 | 767 |
| Vanguard Small Cap Value ETF | COM | 922908611 |  | 11363842 | 54448 | SH |  | SOLE |  | 0 | 0 | 54448 |
| Vanguard Total Stock Market Et | COM | 922908769 |  | 270475 | 824 | SH |  | SOLE |  | 0 | 0 | 824 |
| Venu Holding Corporation | COM | 92333E104 |  | 480375 | 37500 | SH |  | SOLE |  | 0 | 0 | 37500 |
| Verisign Inc | COM | 92343E102 |  | 1507162 | 5391 | SH |  | SOLE |  | 0 | 0 | 5391 |
| Verizon Communications Com | COM | 92343V104 |  | 24734093 | 562778 | SH |  | SOLE |  | 0 | 0 | 562778 |
| W. W. Grainger Inc. | COM | 384802104 |  | 14849023 | 15582 | SH |  | SOLE |  | 0 | 0 | 15582 |
| Wal-Mart Stores Inc | COM | 931142103 |  | 31487510 | 305526 | SH |  | SOLE |  | 0 | 0 | 305526 |
| Waters Corp | COM | 941848103 |  | 9513571 | 31732 | SH |  | SOLE |  | 0 | 0 | 31732 |
| Wells Fargo  Co New Del | COM | 949746101 |  | 234696 | 2800 | SH |  | SOLE |  | 0 | 0 | 2800 |
| Wisdomtree Total Div Fund | COM | 97717W109 |  | 440244 | 5241 | SH |  | SOLE |  | 0 | 0 | 5241 |
| Zebra Technologies Corproation | COM | 989207105 |  | 931299 | 3134 | SH |  | SOLE |  | 0 | 0 | 3134 |
| Zoetis Inc | COM | 98978V103 |  | 10887671 | 74410 | SH |  | SOLE |  | 0 | 0 | 74410 |
| Ishares Core MSCI EAFE ETF | ETF | 46432F842 |  | 229975 | 2634 | SH |  | SOLE |  | 0 | 0 | 2634 |
| iShares Core S MID-CAP ETF | ETF | 464287507 |  | 1054863 | 16164 | SH |  | SOLE |  | 0 | 0 | 16164 |
| Vanguard Mid-Cap Etf | ETF | 922908629 |  | 754031 | 2567 | SH |  | SOLE |  | 0 | 0 | 2567 |

---