Where Tradition Rises to the Top

By Lane Moore
Rooted in Family, Built on Vision
A family rooted in a legacy of service often begins with simple, steady values: hard work, generosity, and care for others, much like the basic ingredients of ice cream: milk, cream, sugar, and a touch of flavor.
On their own, each element is unremarkable, even ordinary. But when they are intentionally brought together, patiently refined, and shared, they become something far greater than the sum of their parts.
In the same way, a family that channels its commitment to serving others into something as joyful as an ice cream business transforms simple beginnings into a lasting, beloved experience; one that not only satisfies but creates memories, community, and a legacy that endures.

Starting a Dairy Farm

Sourcing the Cream: Building from the Ground Up
The story of Cruze Farm didn’t rush its way into East Tennessee culture — it developed patiently, intentionally, and with a richness that only comes from time, family, and vision. Long before the vintage red gingham dresses, hand-spun cones, and lines of customers waiting for a taste of nostalgia, there was a young couple with a dream and a dairy farm.
Earl and Cheri Cruze began Cruze Dairy Farm. Earl, a University of Tennessee graduate who attended college on the G.I. Bill, was 38 when he and 29-year-old Cheri began building their life together.
While Earl brought focus and determination to the business, Cheri brought imagination — a balance that would become a defining ingredient in the family’s story. Just one year after their wedding, Earl began bottling milk and personally delivering it to homes in Straw Plains, faithfully serving families in the same community where his own roots were growing deeper.
Farmers Market Beginnings

The First Scoop: Simple Ingredients Come Together
Their three children — Frances, Glenn, and Colleen — grew up on the farm milking cows, bottling milk, and learning firsthand the discipline and dedication required to sustain a family dairy. Colleen, their youngest, born in 1987, grew up not only on the dairy farm but also at the Knoxville Farmers’ Market off Washington Pike.
Week after week, she watched her parents connect with customers face-to-face, learning early that farming was as much about relationships as it was about milk.
The market became a classroom of sorts, where Colleen and her sister Frances spent much of their childhood helping sell their family’s products and witnessing firsthand how small beginnings can steadily grow into something meaningful.
In time, the Cruze family traveled to Pennsylvania’s Amish country to learn the craft of ice cream making.
When they returned to Knoxville with their newly learned skill, they introduced their product at the farmers market — selling 1,000 cups on the very first day for just one dollar each. That day marked the beginning of Cruze Dairy Farm Ice Cream, a venture that blended tradition with innovation and captured the taste of something both simple and special.

From 1992 to 1999, Colleen and Frances worked side by side at the market, helping manage the growing demand for their dairy products.
The Farmer’s market was more than a weekend commitment; it was where the sisters learned work ethic, creativity, and the value of carrying forward a family legacy.
After graduating from Carter High School in 2005, Colleen followed her East Tennessee roots to the University of Tennessee, majoring in agriculture. During her senior year, a business class project offered the opportunity to compete for a $5,000 prize.
Her concept — Cruze Farm Girl Ice Cream — was more than a classroom assignment. When the idea won, Colleen used the prize money to purchase her first pallet of supplies, transforming a school project into a tangible next step in her family’s evolving story.
University of Tennessee

The Second Scoop: From Classroom to Creamery
Colleen marked the milestone of her University of Tennessee graduation with a symbolic gesture that reflected both heritage and hope. “The day I graduated from UT, I turned a churn to symbolize the success of Cruze Farm Girl Ice Cream,” she said — a moment that honored the past while setting the course for the future.
Colleen would later discover the vintage style that would soon become a signature of the Cruze Farm brand — a timeless red gingham look that feels both nostalgic and welcoming. The now-iconic aesthetic began unexpectedly at Hammers Dry Goods in Clinton, where she came across a collection of red gingham dresses that perfectly captured the spirit she envisioned. “I saw those red gingham dresses and bought all of them,” she recalls. With that simple decision, the visual identity so many now associate with Cruze Farm was born — a reflection of tradition, warmth, and a slower, sweeter way of life.
In 2010, Colleen met her future husband Manjit Bahiti, who had been hired as a cook in the food trailer. With a degree in German philosophy and preparing for law school, Manjit brought both curiosity and creativity to the business. Yet his passion for food and entrepreneurship soon aligned with Colleen’s vision.
“He was a great cook and wanted to follow his passions. We are lucky to do it together,” Colleen shared.

First Storefront: Churned to Perfection: Serving Something Worth Sharing
Together, Colleen and Manjit began building what would eventually become the Cruze Ice Cream Dairy and Pizza Barn in East Knoxville— a continuation of a story that, much like the dairy products at its center, was carefully crafted over time, shaped by tradition, and shared with the community. The East Knoxville Cruze Pizza Barn highlights fresh, locally sourced ingredients and offers an atmosphere that feels both relaxed and memorable — perfect for a Friday night family outing or a Saturday evening date night. After enjoying a handcrafted pizza, visitors can take a short walk to the nearby East Knoxville Cruze Farm Ice Cream location, the very first storefront that helped introduce the community to the now-beloved brand. Together, the two locations create an experience that blends quality food with a sense of place, inviting guests to slow down and savor both the flavor and the moment.

The Third Scoop: Expanding Across East Tennessee
In 2014, after welcoming their first child, Amery, Colleen and Manjit realized it was time to open their own storefront. Colleen purchased her first truck on eBay and began serving soft-serve ice cream, helping build momentum for the growing brand. The business only continued to grow. Cruze Farm’s growth has unfolded thoughtfully over time, creating what Colleen describes as a perfect radius around the Knoxville area:
● 2017 – A pop-up location opens on Gay Street in downtown Knoxville, introducing even more customers to Cruze Farm Girl ice cream.
● 2017 – The Asbury/East Knoxville location opens alongside the beloved Pizza Barn, expanding the brand’s farm-to-table vision.
● 2018 – A permanent downtown Knoxville ice cream location opens, establishing a lasting presence in the heart of the city.
● 2020 – The Sevierville location opens, bringing Cruze Farm’s nostalgic experience to both locals and visitors.
● 2021 – The Morristown location opens, continuing the family’s mission of creating welcoming spaces centered around quality products and community connection.
Each location builds upon the one before it, expanding the Cruze Farm story while staying rooted in the traditions that began on the family dairy farm.
In 2020, Colleen’s sister Frances found herself drawn to the Lakeway area after enrolling her sons at Lakeway Christian Academy. As her family became an integral part of the LCA community, they quickly fell in love with the charm and close-knit feel of the Lakeway region.
With a background in real estate, Frances soon recognized the potential in a historic bank building located in the heart of Morristown.
What began as a vision soon became a reality, and today the Morristown location reflects the same qualities found in all Cruze Farm ice cream shops — welcoming spaces, long lines of eager customers, and handcrafted ice cream that continues to bring people together.
Today, Colleen’s life is full in every sense of the word — raising four children, Amery, William, Coleman, and Oliver, while helping lead multiple Cruze Farm Ice Cream and Dairy locations, all surrounded by a close-knit family of sisters, nieces, nephews, and loved ones who remain deeply involved in the business. She manages it all with both style and grace, never losing sight of the relationships that matter most.
“It’s hard finding work-life balance for any mom,” Colleen admits, “but the greatest reward is getting to do this with my family.”

Today, Cruze Dairy continues to operate with two herds, and all of their milk is processed as whole milk — a choice that reflects the family’s ongoing commitment to quality and rich flavor.
Even now, at 83 years old, Colleen’s father, Earl, still milks cows every single day, a testament to the dedication and work ethic that have shaped Cruze Dairy from the beginning. Their product line includes classic favorites such as chocolate milk, coffee milk, and caramel latte milk, along with buttermilk, butter, and homemade ice cream in the signature flavors customers have come to love. Even the cheese used on pizzas at the Pizza Barn is made from Cruze Dairy milk, creating a true farm-to-table experience that connects every part of the business back to its agricultural roots.
In a quick, rapid-fire round of questions, Colleen didn’t hesitate when asked about the best part of her work.
“The best part is working with my family,” she said. When it comes to favorite flavors, her answer was just as decisive: sweet cream — Cruze Farm’s signature take on classic vanilla — often enjoyed as an affogato, with rich espresso poured over the top.
Where can you find Cruze Farm? Within roughly a 30-mile radius of Knoxville, the Cruze family has created destinations that invite customers to slow down and enjoy something simple and meaningful. Locations include East Knoxville Ice Cream and Dairy, the East Knoxville Pizza Barn, Sevierville Ice Cream and Dairy, Downtown Knoxville Ice Cream and Dairy, and Morristown Ice Cream and Dairy.
Customers can also find Cruze Farm products at the Cruze Country Store, located on Highway 11E across from Rush Strong School. Run by Colleen’s brother, Glenn, the store offers fresh farm breakfasts, Cruze’s signature milk products, and a variety of locally sourced items that reflect the family’s continued commitment to supporting regional agriculture.

The Cruze Family Barn in Straw Plains is also available to rent for local events, offering a charming space that reflects the same warmth and tradition found throughout the Cruze Farm brand.
From a single dairy farm to a collection of beloved gathering places, Cruze Farm’s story reminds us that the richest traditions are often built slowly, patiently, and with great care.
What began with milk deliveries and farmers’ market tables has grown into an experience that brings families together, strengthens community ties, and honors the values that shaped it from the beginning.
Just like the simple ingredients that create their signature ice cream, the Cruze family has blended hard work, creativity, and faithfulness into something lasting.
In a fast-moving world, Cruze Farm invites customers to slow down, savor the moment, and enjoy something timeless — proof that when tradition and vision meet, something truly sweet is created.