UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549
FORM 13F

FORM 13F COVER PAGE
OMB APPROVAL
OMB Number:3235-0006
Expires:July 31, 2015
Estimated average burden
hours per response:23.8
Report for the Calendar Year or Quarter Ended:
12-31-2023
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
Address:
107 West Michigan Avenue
Suite 804
Kalamazoo, MI 49007-3946
Form 13F File Number:
028-16587

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
Title:
Member
Phone:
269-488-8001


Signature, Place, and Date of Signing:

/s/ Charles D. Wattles
                         [Signature]
Kalamazoo, MICHIGAN
                 [City, State]
02-03-2024
                           [Date]
                          

Report Type (Check only one.):

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

☐ 13F NOTICE. (Check here if no holdings reported are 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:
240859
          (thousands)

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


UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549
FORM 13F

FORM 13F INFORMATION TABLE
OMB APPROVAL
OMB Number:3235-0006
Expires:July 31, 2015
Estimated average burden
hours per response:23.8
COLUMN 1COLUMN 2COLUMN 3COLUMN 4COLUMN 5COLUMN 6COLUMN 7COLUMN 8
VALUESHRS ORSH/PUT/INVESTMENTOTHERVOTING AUTHORITY
NAME OF ISSUERTITLE OF CLASSCUSIP(x$1000)PRN AMTPRNCALLDISCRETIONMANAGERSOLESHAREDNONE
ABBOTT LABSCOM0028241001,46812,970SHSOLE 0 0 12,970
ABBVIECOM00287Y1099005,475SHSOLE 0 0 5,475
ACCENTURECOMg1151c1016,52117,920SHSOLE 0 0 17,920
ADOBECOM00724f1011,4212,300SHSOLE 0 0 2,300
AUTOMATIC DATA PROCESSNG INCCOM05301510313,19653,689SHSOLE 0 0 53,689
AFFILIATED MANAGERS GROUPCOM0082521082,27515,285SHSOLE 0 0 15,285
AFLACCOM0010551024,33551,400SHSOLE 0 0 51,400
AIR PRODUCTS & CHEMICALS INCCOM0091581063,67314,365SHSOLE 0 0 14,365
ALPHABET CL ACOM02079K30512,57389,740SHSOLE 0 0 89,740
ALPHABET CL CCOM02079K10712,84690,590SHSOLE 0 0 90,590
APPLECOM0378331006,70336,351SHSOLE 0 0 36,351
BECTON DICKINSON & COCOM0758871093,96016,582SHSOLE 0 0 16,582
BERKSHIRE HATHAWAY CL ACOM0846701081,1562SHSOLE 0 0 2
BERKSHIRE HATHAWAY CL BCOM084670702269700SHSOLE 0 0 700
BOOT BARNCOM0994061004255,925SHSOLE 0 0 5,925
BORG WARNERCOM0997241061,66249,030SHSOLE 0 0 49,030
BROADRIDGE FINANCIALCOM11133t1033,46116,950SHSOLE 0 0 16,950
CARMAXCOM1431301025,81581,700SHSOLE 0 0 81,700
CHEESECAKE FACTORYCOM1630721011,46642,650SHSOLE 0 0 42,650
CINTASCOM1729081052,0863,450SHSOLE 0 0 3,450
COSTCOCOM22160k105284408SHSOLE 0 0 408
DOLBYCOM25659T1072102,525SHSOLE 0 0 2,525
DORMAN PRODUCTSCOM2582781002,43429,900SHSOLE 0 0 29,900
ECOLABCOM2788651003331,680SHSOLE 0 0 1,680
EQUIFAXCOM2944291051,4585,966SHSOLE 0 0 5,966
EXPEDITORSCOM3021301094,71837,350SHSOLE 0 0 37,350
EXXON MOBILCOM30231G1025325,175SHSOLE 0 0 5,175
FASTENAL COCOM3119001049,511139,395SHSOLE 0 0 139,395
FIDELITY NATL INFORMATION SVCSCOM31620m1062,09833,695SHSOLE 0 0 33,695
GECOM3696043011,90114,358SHSOLE 0 0 14,358
GE HEALTHCARECOM36266g1073775,143SHSOLE 0 0 5,143
GEN DIGITALCOM6687711081,75074,525SHSOLE 0 0 74,525
GENTEXCOM37190110987126,300SHSOLE 0 0 26,300
GILEAD SCIENCESCOM3755581031,87423,950SHSOLE 0 0 23,950
IDEXX LABSCOM45168D1045,74311,150SHSOLE 0 0 11,150
INTERCONTINENTAL EXCHANGECOM45866f1047,87361,835SHSOLE 0 0 61,835
INTUIT SOFTWARECOM4612021033,2645,170SHSOLE 0 0 5,170
ITWCOM45230810910,00038,328SHSOLE 0 0 38,328
JACOBS SOLUTIONS INCCOM46982l1086504,825SHSOLE 0 0 4,825
JOHNSON & JOHNSONCOM4781601042,19813,835SHSOLE 0 0 13,835
KNIGHT-SWIFTCOM4990491044598,005SHSOLE 0 0 8,005
LAUDER, ESTEECOM5184391044,45933,784SHSOLE 0 0 33,784
LOWESCOM548661107202950SHSOLE 0 0 950
MEDTRONICCOMG5960L1035606,400SHSOLE 0 0 6,400
MICROSOFTCOM5949181041,2393,117SHSOLE 0 0 6,400
MOODYSCOM6153691051,4423,679SHSOLE 0 0 3,679
O REILLY AUTOMOTIVECOM67103H10724,11923,576SHSOLE 0 0 23,576
OMNICOMCOM6819191064,71952,210SHSOLE 0 0 52,210
ORACLECOM68389x1058,94080,040SHSOLE 0 0 80,040
PAYPALCOM70450Y10390214,700SHSOLE 0 0 14,700
PEPSICOCOM7134481084,76928,300SHSOLE 0 0 28,300
PFIZERCOM7170811032188,035SHSOLE 0 0 8,035
PHINIACOM71880K1012979,806SHSOLE 0 0 9,806
PROCTER & GAMBLECOM7427181098415,351SHSOLE 0 0 5,351
SCOTTS MIRACLE-GRO CO CL ACOM81018610663311,250SHSOLE 0 0 11,250
STARBUCKSCOM8552441096,44469,270SHSOLE 0 0 69,270
STATE STREETCOM8574771031,59221,551SHSOLE 0 0 21,551
STRYKER CORPCOM86366710114,29542,610SHSOLE 0 0 42,610
SYSCOCOM8718291071,25915,560SHSOLE 0 0 15,560
THERMO FISHER SCIENTIFICCOM8835561024,5128,371SHSOLE 0 0 8,371
TRACTOR SUPPLYCOM8923561065392,400SHSOLE 0 0 2,400
WALGREENSCOM9314271081,06447,150SHSOLE 0 0 47,150
WESTERN UNIONCOM95980210946637,087SHSOLE 0 0 37,087
WEXCOM96208T1045,74328,099SHSOLE 0 0 28,099
SPDR S&P 400 ETFETF78467y107491985SHSOLE 0 0 985
SPDR S&P 500 ETFETF78462f1039972,064SHSOLE 0 0 2,064
VANGUARD FTSE EMERGING MARKETSETF92204285874418,780SHSOLE 0 0 18,780
ISHARES MSCI EAFE ETFETF4642874651,10914,790SHSOLE 0 0 14,790
RB GLOBAL INCCOM74935q1073,51554,940SHSOLE 0 0 54,940