Willis Investment Counsel — 13F Holdings & Portfolio
CIK 1310929 · latest 13F-HR filed 2026-05-05
AUM is the long-equity portion reported on Form 13F-HR. Excludes short positions, cash, foreign holdings, and non-13F assets. For informational purposes only — not investment advice.
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AUM
$1.83B
Long-equity book
Holdings
123
Distinct positions
Period
2026-03-31
Filed 2026-05-05
Q/Q Activity
+5 / −12 / ↑49 / ↓42
vs 2025-12-31
Firm Profile & Key People
| Name | Title / Status | Ownership | Type |
|---|
Top Adds (vs prior quarter)
- Exxon Mobil Corp$11.4M +41.2%
- Conocophillips$9.9M +41.4%
- Lockheed Martin Corp$9.6M +21.0%
- Generac$8.9M +45.5%
- Valero Energy Corp$8.8M +51.8%
Top Trims
- Accenture PLC-$13.4M -25.7%
- Microsoft Corp-$12.7M -23.2%
- United Parcel Service-$12.1M -58.1%
- Caterpillar Inc Del-$10.6M -23.1%
- Eli Lilly & Co-$8.9M -39.6%
New Positions
- S&P Global Inc COM$5.8M
- Intuit Inc$5.6M
- Tredegar Corp Virginia$278.2K
- Micron Technology Inc$229.7K
- Murphy Oil Corp$223.0K
Exited Positions
- Wal-Mart Stores Inc$34.0M
- Kimberly Clark Corp$19.9M
- Genuine Parts Co$17.1M
- Price T Rowe Group Inc$15.8M
- Reinsurance Group America$11.5M
All Holdings
Rows tagged Call or Put are options positions, not stock. Per SEC Form 13F-HR, Value shows the notional value of the underlying (shares covered × underlying price), not the option premium. Shares is the number of underlying shares covered (divide by 100 for contract count).
| # | Issuer | Symbol | CUSIP | Value | Weight | Shares | Type |
|---|---|---|---|---|---|---|---|
| 1 | Johnson And Johnson | JNJ | 478160104 | $70.7M | 3.86% | 289,418 | SH |
| 2 | Cisco Systems Inc | CSCO | 17275R102 | $64.7M | 3.53% | 834,057 | SH |
| 3 | Lockheed Martin Corp | LMT | 539830109 | $55.1M | 3.01% | 91,239 | SH |
| 4 | Texas Instruments Inc | TXN | 882508104 | $51.8M | 2.83% | 266,644 | SH |
| 5 | Chubb Ltd | CB | H1467J104 | $50.1M | 2.74% | 153,791 | SH |
| 6 | Pfizer Inc | PFE | 717081103 | $48.2M | 2.63% | 1,717,937 | SH |
| 7 | Microsoft Corp | MSFT | 594918104 | $42.0M | 2.29% | 113,434 | SH |
| 8 | Paychex Inc | PAYX | 704326107 | $40.3M | 2.20% | 437,030 | SH |
| 9 | Exxon Mobil Corp | XOM | 30231G102 | $39.0M | 2.13% | 229,781 | SH |
| 10 | Accenture PLC | ACN | G1151C101 | $38.6M | 2.11% | 194,798 | SH |
| 11 | Merck & Company, Inc | MRK | 58933Y105 | $37.7M | 2.06% | 313,718 | SH |
| 12 | Hershey Co | HSY | 427866108 | $37.6M | 2.05% | 180,961 | SH |
| 13 | Pepsico Inc | PEP | 713448108 | $35.6M | 1.94% | 229,052 | SH |
| 14 | Home Depot Inc | HD | 437076102 | $35.4M | 1.93% | 107,483 | SH |
| 15 | Caterpillar Inc Del | CAT | 149123101 | $35.2M | 1.92% | 49,686 | SH |
| 16 | Conocophillips | COP | 20825C104 | $34.0M | 1.86% | 257,433 | SH |
| 17 | Medtronic Inc | MDT | G5960L103 | $34.0M | 1.86% | 392,048 | SH |
| 18 | Aflac Inc | AFL | 001055102 | $33.2M | 1.81% | 302,180 | SH |
| 19 | Tractor Supply Co | TSCO | 892356106 | $31.0M | 1.69% | 683,231 | SH |
| 20 | Procter & Gamble Co | PG | 742718109 | $30.3M | 1.65% | 209,767 | SH |
| 21 | Automatic Data Proc | ADP | 053015103 | $30.2M | 1.65% | 148,456 | SH |
| 22 | Quest Diagnostics, Inc. | DGX | 74834L100 | $29.7M | 1.62% | 151,800 | SH |
| 23 | AT&T Corp | T | 00206R102 | $29.4M | 1.61% | 1,015,610 | SH |
| 24 | Sanofi-Aventis | SNY | 80105N105 | $29.1M | 1.59% | 604,000 | SH |
| 25 | Generac | GNRC | 368736104 | $28.4M | 1.55% | 145,421 | SH |
| 26 | Verizon Communications Com | VZ | 92343V104 | $28.1M | 1.53% | 559,500 | SH |
| 27 | Apple Computer | AAPL | 037833100 | $27.7M | 1.51% | 109,136 | SH |
| 28 | Eaton Corp | ETN | G29183103 | $27.6M | 1.51% | 77,073 | SH |
| 29 | American Electric Power Co | AEP | 025537101 | $26.7M | 1.46% | 203,538 | SH |
| 30 | Mcdonalds Corp Com | MCD | 580135101 | $26.4M | 1.44% | 84,785 | SH |
| 31 | Valero Energy Corp | VLO | 91913Y100 | $25.8M | 1.41% | 104,600 | SH |
| 32 | Shell | SHEL | 780259305 | $25.8M | 1.41% | 277,520 | SH |
| 33 | Darden Restaurants Inc | DRI | 237194105 | $24.0M | 1.31% | 122,600 | SH |
| 34 | Clorox Co Del Com | CLX | 189054109 | $23.8M | 1.30% | 230,000 | SH |
| 35 | BHP Billiton Ltd | BHP | 088606108 | $22.9M | 1.25% | 315,009 | SH |
| 36 | JP Morgan Chase & Co | JPM | 46625H100 | $22.9M | 1.25% | 77,879 | SH |
| 37 | General Dynamics Corp | GD | 369550108 | $22.9M | 1.25% | 66,700 | SH |
| 38 | Keysight Technologies | KEYS | 49338L103 | $22.9M | 1.25% | 80,993 | SH |
| 39 | Duke Energy Corp New | DUK | 26441C204 | $21.0M | 1.15% | 160,282 | SH |
| 40 | Chevron Corp | CVX | 166764100 | $20.7M | 1.13% | 99,995 | SH |
| 41 | Abbott Laboratories | ABT | 002824100 | $20.5M | 1.12% | 199,349 | SH |
| 42 | 3m Company | MMM | 88579Y101 | $19.8M | 1.08% | 136,570 | SH |
| 43 | Lowe's Companies Inc | LOW | 548661107 | $19.7M | 1.08% | 83,418 | SH |
| 44 | Deere Co | DE | 244199105 | $19.3M | 1.06% | 34,300 | SH |
| 45 | Emerson Elec Co | EMR | 291011104 | $18.3M | 1.00% | 139,600 | SH |
| 46 | W. W. Grainger, Inc. | GWW | 384802104 | $18.2M | 0.99% | 16,696 | SH |
| 47 | Vanguard Small Cap Value ETF | VBR | 922908611 | $18.2M | 0.99% | 83,829 | SH |
| 48 | American Express | AXP | 025816109 | $17.3M | 0.95% | 57,236 | SH |
| 49 | Lab Corp Of Amer | LH | 504922105 | $17.2M | 0.94% | 64,490 | SH |
| 50 | Zoetis Inc | ZTS | 98978V103 | $16.5M | 0.90% | 139,959 | SH |
Filing History
| Period | Filed | AUM | Holdings | Accession |
|---|---|---|---|---|
| 2026-03-31 | 2026-05-05 | $1.83B | 123 | 0001310929-26-000003 |
| 2025-12-31 | 2026-01-22 | $1.94B | 130 | 0001310929-26-000001 |