“I scream, you scream, we all scream for… ice cream!” Actually, in this case, we’re also screaming for pizza and milk. Here’s the deal…

Few food businesses in Knoxville are as recognizable as Cruze Farm Dairy. When you see smiling girls in red and white gingham dresses, you know you’re getting more than a delicious treat- you’re supporting your neighbors.

I (Sarah) have been a devoted Cruze Farm fan since my graduate school days at the University of Tennessee. Their ice cream was perfect for every occasion, from getting to know my classmates to celebrating a football win. When I moved back to Knoxville, it was one of the foods I was most excited to have again. It’s also on my “must-do” list when I have guests in town!

Colleen Cruze Bhatti is now at the helm of her family’s dairy farm and has expanded their reach over the past several years with innovative new ventures. All the while, she has also found ways to honor tradition and preserve her family’s legacy. With her creative and innovative ideas, she honors tradition. I was lucky enough to meet with Colleen for a conversation about how her family’s food memories have shaped their business, as well as the many memories they’ve helped create.

All In the Family

Dairy farming is in Colleen’s blood- the Cruze family’s operation has been going strong for five generations and counting. Colleen’s parents were the first to start turning their milk into ice cream, and they enlisted her help early on. “I grew up at farmers’ markets and I would eat, like, 3 cones a day,” she remembers. “I probably ate more than I worked.” (Colleen’s mom would have her walk around with a cone to draw customers in, so technically, eating ice cream was work!)

Colleen always had a pretty good idea that she would follow in her family’s footsteps. She knew she wanted to keep the farm going, and has played an active role in managing the family business since graduating from the University of Tennessee.

Serving Up Memories

Of all their products, Cruze Farm is best known for their ice cream. It’s no wonder, considering how many memories ice cream holds for the Cruze family. Colleen’s dad grew up enjoying Sunday suppers with his family, when his mom would churn ice cream for dessert. His uncle always helped himself to a huge bowl full, and since he lived to 101, he was clearly doing something right!

Colleen’s parents opened their first scoop shop in 1992, and she gave it her first go with a pop-up in 2016. “We learned how to run a shop,” she says of that summer. After another pop-up the following summer, they opened their first permanent shop in 2018 in a beautiful old house in East Knoxville. Two more shops followed in downtown Knoxville and Sevierville.

All three shops currently swirl soft-serve ice cream in a variety of rotating flavors. According to Colleen, some flavors are based on ones her parents made, like lemon custard and blackberry. Others highlight seasonal ingredients like strawberries, peaches, and even Girl Scout cookies. Of course, some are inspired by Colleen’s childhood memories, like her favorite cereal. Her parents never bought Lucky Charms, but she could always count on her neighbors for a bowl!

Colleen points out that ice cream, in general, is a “memory food” for so many people. Honoring her own family memories while helping create memories for other people is a special perk of carrying on the family business.

From Swirls to Slices

Few things pair better with ice cream than pizza, which Colleen and her family know very well. In late 2018, the Cruze Farm Pizza Barn opened steps away from the East Knoxville ice cream house. Like ice cream, pizza calls for a lot of dairy, so it seemed like a natural next step.

In true East Tennessee fashion, many of the pizza names pay homage to Dolly Parton. Our favorite is the Two Doors Down- yum! After enjoying one of their delicious pies, you can walk right across the parking lot for a sweet frozen treat. What more could you need?

A Beverage That Brings People Together

Besides ice cream and pizza, Colleen says there’s one other product that tends to hold strong memories for customers: buttermilk!

Though not as common among younger generations, Colleen says customers who grew up drinking buttermilk are eager to relive those childhood memories. That’s right- buttermilk isn’t just used for making biscuits. Some people actually drink it straight!

Buttermilk even played a role in bringing Colleen and her husband, Manjit, together. They met when Colleen saw Manjit cooking at a local restaurant and tried to sell him milk. As their relationship grew, it was buttermilk that endeared each of them to their in-laws. “Manjit is Indian, and buttermilk is big in India,” Colleen explains. Manjit’s family was delighted when Colleen gifted them a cooler full of buttermilk, and Colleen’s father was impressed by his son-in-law’s love for the beverage.

Building a Lasting Local Legacy

The Pizza Barn and ice cream shops are far from the only places you’ll find Cruze Farm dairy products in East Tennessee. Several restaurants in the Knoxville area proudly source their milk and cheese from Colleen’s family. Occasionally, the ice cream shops even collaborate with local bakeries to create unique treats.

On any given day, you’ll find happy customers of all ages and a variety of backgrounds enjoying ice cream, pizza, and milk together. From grandparents treating their grandchildren to couples celebrating anniversaries, college students to downtown business executives, Cruze Farm is a business that connects neighbors.

As a mom of four small children, Colleen is already looking toward the future. Though she would love to pass the farm down to the next generation, she doesn’t want them to feel too much pressure to follow in her footsteps. “I want them to enjoy it,” she says. Luckily, there is no rush. For now, the youngest generation is happy enjoying the fruits of their family’s labor.

Cruze Farm’s motto is “Work Hard, Love Harder,” and it’s easy to see the love and hard work in every part of their business. We’re sure they will continue to be a staple of the Knoxville community for generations to come!

Do you have a favorite ice cream shop in your hometown?