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:
06-30-2023
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]
07-28-2023
                           [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:
67
Form 13F Information table Value Total:
214653
          (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 LABSCOM0028241001,41412,970SHSOLE 0 0 12,970
ABBVIECOM00287y1097385,475SHSOLE 0 0 5,475
ACCENTURECOMg1151c1015,68418,420SHSOLE 0 0 18,420
ADOBECOM00724f1011,1742,400SHSOLE 0 0 2,400
AUTOMATIC DATA PROCESSING INCOM05301510311,78853,634SHSOLE 0 0 53,634
AFFILIATED MANAGERS GROUP INCOM0082521082,21614,785SHSOLE 0 0 14,785
AFLAC INCCOM0010551023,33647,800SHSOLE 0 0 47,800
AIR PRODS & CHEMS INCCOM0091581064,17413,935SHSOLE 0 0 13,935
ALPHABET CL CCOM02079k1076,10750,480SHSOLE 0 0 50,480
ALPHABET CLACOM02079k3055,95449,740SHSOLE 0 0 49,740
AMGEN INCCOM0311621004882,200SHSOLE 0 0 2,200
APPLE INCCOM0378331006,74134,751SHSOLE 0 0 34,751
BECTON DICKINSON & COCOM0758871094,29916,282SHSOLE 0 0 16,282
BERKSHIRE HATHAWAY INC DELCOM0846701081,0362SHSOLE 0 0 2
BERKSHIRE HATHAWAY INC DELCOM084670702239700SHSOLE 0 0 700
BORGWARNER INCCOM0997241062,30047,030SHSOLE 0 0 47,030
BROADRIDGE FINANCIALCOM11133t1032,89017,450SHSOLE 0 0 17,450
CARMAX INCCOM1431301026,57978,600SHSOLE 0 0 78,600
CHEESECAKE FACTORY INCCOM1630721011,50643,550SHSOLE 0 0 43,550
CINTAS CORPCOM1729081051,7153,450SHSOLE 0 0 3,450
COSTCOCOM22160k105220408SHSOLE 0 0 408
DOLBY LABORATORIES INCCOM25659T1072112,525SHSOLE 0 0 2,525
DORMAN PRODS INCCOM2582781002,25128,550SHSOLE 0 0 28,550
ECOLAB INCCOM2788651003141,680SHSOLE 0 0 1,680
EQUIFAX INCCOM2944291051,4045,966SHSOLE 0 0 5,966
EXPEDITORS INTL WASH INCCOM3021301094,60338,000SHSOLE 0 0 38,000
EXXON MOBILCOM30231g1025555,175SHSOLE 0 0 5,175
FASTENAL COCOM3119001047,553128,045SHSOLE 0 0 128,045
FIDELITY NATL INFORMATION SVCSCOM31620m1061,75532,089SHSOLE 0 0 32,089
GENERAL ELECTRIC COCOM3696043011,54914,105SHSOLE 0 0 14,105
GE HEALTHCARECOM36266g1073814,692SHSOLE 0 0 4,692
GEN DIGITAL INCCOM6687711081,41876,425SHSOLE 0 0 76,425
GENTEX CORPCOM37190110977026,300SHSOLE 0 0 26,300
GILEAD SCIENCES INCCOM3755581031,89624,600SHSOLE 0 0 24,600
IDEXXCOM45168d1045,47410,900SHSOLE 0 0 10,900
INTERCONTINENTAL EXCHANGECOM45866f1045,86251,835SHSOLE 0 0 51,835
INTUITCOM4612021032,3695,170SHSOLE 0 0 5,170
ILLINOIS TOOL WKS INCCOM4523081099,82539,276SHSOLE 0 0 39,276
JACOBSCOM46982l1085744,825SHSOLE 0 0 4,825
JOHNSON & JOHNSONCOM4781601042,29013,835SHSOLE 0 0 13,835
KNIGHT-SWIFT TRANSN HLDGS INCOM4990491044458,005SHSOLE 0 0 8,005
LAUDER ESTEE COS INCCOM5184391046,75234,384SHSOLE 0 0 34,384
LOWES COS INCCOM548661107214950SHSOLE 0 0 950
MEDTRONIC PLCCOMG5960L1035646,400SHSOLE 0 0 6,400
MICROSOFT CORPCOM5949181041,0613,117SHSOLE 0 0 3,117
MOODYS CORPCOM6153691051,2793,679SHSOLE 0 0 3,679
OMNICOM GROUP INCCOM6819191064,86351,110SHSOLE 0 0 51,110
ORACLECOM68389x1059,15176,840SHSOLE 0 0 76,840
OREILLY AUTOMOTIVECOM67103h10723,26724,356SHSOLE 0 0 24,356
PAYPALCOM70450y1031,02115,300SHSOLE 0 0 15,300
PEPSICO INCCOM7134481085,24228,300SHSOLE 0 0 28,300
PFIZER INCCOM7170811032958,035SHSOLE 0 0 8,035
PROCTER AND GAMBLE COCOM7427181098125,351SHSOLE 0 0 5,351
SCOTTS MIRACLE-GRO COCOM81018610674311,850SHSOLE 0 0 11,850
STARBUCKS CORPCOM8552441096,86269,270SHSOLE 0 0 69,270
STATE STR CORPCOM8574771031,61022,001SHSOLE 0 0 22,001
STRYKER CORPORATIONCOM86366710113,27443,510SHSOLE 0 0 43,510
SYSCO CORPCOM8718291071,15515,560SHSOLE 0 0 15,560
THERMO FISHER SCIENTIFIC INCCOM8835561023,9357,541SHSOLE 0 0 7,541
TRACTOR SUPPLY COCOM8923561065312,400SHSOLE 0 0 2,400
WALGREENS BOOTS ALLIANCE INCCOM9314271081,37748,350SHSOLE 0 0 48,350
WESTERN UN COCOM95980210943537,112SHSOLE 0 0 37,112
WEXCOM96208t1044,88126,809SHSOLE 0 0 26,809
SPDR S&P 400 ETFETF78467y107472985SHSOLE 0 0 985
SPDR S&P 500 ETFETF78462f1038821,989SHSOLE 0 0 1,989
VANGUARD INTL EQUITY INDEX FETF92204285878019,180SHSOLE 0 0 19,180
ISHARES TRETF4642874651,09815,140SHSOLE 0 0 15,140