Transcript
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Welcome everybody to another episode of Connect the Knox.
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I'm Julia Hurley, your host, Connecting Knoxville to the Nation.
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Today's episode is with Colleen Cruze, owner and creator of
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Cruze Farm, and I have so many things I personally want to
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share with you all across the nation about this organization.
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If you didn't see our TV series Selling Knoxville with them this episode,
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please visit our YouTube channel and take a look at that wonderful entry
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level conversation to Cruze Farm because it was only a five minute segment,
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but I've got her for 30 minutes, so everybody please welcome Colleen Cruze.
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Thanks, Julia.
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I think you're great.
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I think everything your family does is great.
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I think everything you all do is great.
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So please introduce yourself and start with the story of Cruze Farm.
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So my name is Colleen Cruze.
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Cruze Farm started with my parents, Earl and Sherry Cruze.
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They got married back in 1980, and my dad's a fourth generation dairy farmer.
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All the people in his side of the family milked cows.
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That's all they knew how to do.
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That's all they loved.
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And so they just kept milking cows and passing it down to the next generation.
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My dad had this dream to bottle milk.
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He really wanted to just take the business a step
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further, and put milk in a bottle with his name on it.
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And he met my mom, and she is the biggest cheerleader.
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And she said, "Hey, what's stopping you?"
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So they worked really hard together, built
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a bottling plant, just like brick by brick.
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He laid all the, the blocks built, built the building.
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Mom read all the rules and got the license,
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and they started bottling milk back in 1981.
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Yeah, so mom got the license to bottle milk.
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So it took them one year.
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They started bottling milk.
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What happened after that?
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They're like, okay, now how do we sell milk?
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So they've tried to figure out how to sell milk.
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They sold it door-to-door.
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They sold it in grocery stores, and it was a struggle.
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They ended up stop- they stopped bottling milk
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because they weren't able to really make ends meet.
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They always kept milking cows, and then eventually in 1992, they
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started making ice cream, and they were like, "Oh, this is great."
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Like people love ice cream.
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My dad made the ice cream, my mom sold at the market, and
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that's when I kind of was introduced to our business really.
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I was about five years old and grew up in an ice cream shop and loved it.
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Loved, um, making people happy with ice cream and meeting people
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from all over the world and really fell in love with that.
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My parents ended up closing the business
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because they didn't have a lot of employees.
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So it was like, my dad was at the farm all the time.
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My mom was at the store and it just wasn't the best for their relationship.
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They closed the store and just took it back to the farm and kept
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bottling milk, but really just, very, very small amount of milk.
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And I went to UT.
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I moved to campus and they would call me and be like, "Hey,
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can you come home on the weekends snd bottle of milk?"
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So I did, I'd come help them, and, you know, I had thought about maybe
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coming back after graduating, but thought the grass was greener out there
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and didn't really find any greener grass, but really I just missed it.
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I miss farm life.
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I missed the physical work of farming and just being around my
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family, and I also just getting to move to campus, I had- I was far
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enough away to really appreciate what my parents had built and done.
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They put a lot of work into this business and our family, a lot of love.
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Um, dairy farming is a really unique culture.
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When you grow up on a dairy farm, the cows are milked twice a day, every day.
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It's milked- their milked before you eat
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breakfast, before you open Christmas presents.
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It's like, this is, it's a great way to raise a family.
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It's a great way.
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I loved growing up on the farm and the values that taught me.
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I really wanted to continue what my parents had started.
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And so I entered a business plan competition my senior year.
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Well, that's exciting.
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At UT?
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Yes.
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And so, um, it's through the Anderson Center, the Graves
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Business Plan Competition, and I ended up winning $5,000.
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I got first place.
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And my dad was like, wow, he was really impressed.
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And so he said, "You should name it Cruze Farm Girl."
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And so I was like, okay.
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You know, he was like, you should do this.
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You should make ice cream.
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I think it really proved to him a little bit when I won the competition,
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and my mom was always cheering me on to do it the whole time.
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So, the day I was supposed to walk at UT, I was churning
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ice cream with my dad, and we made our first batch together,
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and I took ice cream to the farmer's market and sold it.
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And with that $5,000, I bought a pallet of
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branded ice cream pints that were Cruze Farm Girl.
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So that's a long story, but that's kind of how the
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business kind of transitioned from my mom and dad to me.
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Still, you know, it's a small business, but it's still changing and growing.
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And I ended up meeting my husband not, uh, pretty, pretty soon
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after that and he, uh, that was something I really wanted.
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I wanted to get married and have kids, and I didn't see
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how I was going to be able to carry on my dad's business,
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but also like, you know, bringing a man into the business.
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I just, it didn't see how it was all going to work together.
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And it was, it did better than I could have
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ever planned, and I really am thankful for that.
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So, um, and I ended up hiring Manjit.
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That's my husband, and he was my first cook in our food truck.
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So he cooked the food, and I scooped the ice
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cream, and we did that for several years.
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And uh, then we had a baby, and then before I had our
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second child, I was like, we've got to open a store.
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Like we can't be going to the market every Saturday.
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It's just, it's a lot to try to haul down and get, get it back.
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And so we opened a pop-up shop, and that's
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how we kind of learned how to run a shop.
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That was on Union Avenue.
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So downtown used to be just right, it's right next to JC Holdway Restaurant.
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That was our first pop-up.
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Yes.
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I know that everybody watching this to have a clue at all,
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what we're talking about, but I was like, I don't remember
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this, but when you said I know exactly where you are.
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Yes.
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Yeah.
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So we, I got a 10 week lease there to sell
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ice cream and had no clue how to run a shop.
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But it was like, let's just, I mean, I had been
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doing the food truck, but it's, it's different.
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And so I learned a lot and was able to kind of take what
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I learned and opened another pop-up shop the next summer.
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And then ended up opening a permanent store after the second pop-up shop ended.
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And now we have, we have four ice cream shops and
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a pizza place, and, um, and it's been a lot of fun.
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It's been, it's been a good journey.
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[laughs]
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One of the best stories that I think I have
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ever told about a business in Knoxville.
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Meeting your family was genuinely like past meets future, and I don't
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know if the experience that people across the country crave when
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they come to the South, they want to see authenticity, they want to
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see locality, they want to see people who are from here, stay here,
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and be here, and teach them something, and be part of something.
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And your family is one of those families that has literally been here
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and started something and closed something and started something and
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closed something and sacrificed to make sure that the rest of us,
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who wake up every day and put Cruze Farm in our milk, or you know,
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Cruze Farm milk in our coffee every morning, or we have a coffee
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milk, which I should not be drinking, but I probably have four a week.
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Um, it's [laughs] so good.
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It's so good.
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But the sacrifice that your family has made for the rest of us here to
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enjoy this local, this local product, and you've built something out of it.
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You've built a place that people can come and enjoy it.
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And now the pizza parlor that you've built onto, which by the
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way, is some of the best pizza I've had in Knoxville, and I
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know that I'm not going to mention any other businesses name.
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I know there's three here that other people swear by, but I'm telling
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you if you've not had Cruze Farm Pizza, y'all are missing out.
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So tell us a little bit about the growth of the farm.
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I know you had the story that you told about having the idea of having
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the store on the farm and how you actually listened to the locals.
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Tell us the story of how that got created.
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So one thing that's great about a farm is that you can't move it,
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you know, so like I think when you're saying like about us like
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staying in this area, it's like we're so rooted in this area we can
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never really move this business, but because we haven't moved the
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business I've really felt like the community has supported us so much.
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Like every time we open a store I'm always so surprised that when people show
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up on the first day like I'm like, overwhelmed with emotion, but it's like
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the community really does support us, and that's just an amazing relationship.
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So when I wanted to open a store, I was like,
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I just assumed I would open it on the farm.
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I didn't, I couldn't imagine anywhere else I would put a store.
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I also didn't realize our neighbors didn't want it.
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They were like, "Oh no, we don't want traffic.
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No, no, no."
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And so I was like, "Oh, I had no idea."
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Um, I was, you know, kind of sad.
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I was like, oh gosh, got my feelings hurt.
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Like, y'all don't want me to put an ice cream shop right here.
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We- y'all can come over and I'll make, you know, scoop ice cream for you.
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And uh, no, no, we just, we don't want any more traffic.
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So I was like, okay, I get it, and that, and I'm like, I, it is so important.
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It's more important to have a good relationship
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with your neighbors than to just do what you want.
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So I was like, all right, we won't do it there.
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That's really why I started in the farmer's market downtown
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Knoxville was I was like, okay, I'll just go to the market.
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And so I ended up building customers in downtown
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Knoxville, and that store in downtown is our busiest store.
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So I'm so thankful that our neighbors pushed me.
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They challenged me.
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I would have been really comfortable just opening a store on
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the farm, but I don't think the business would have been able to
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grow as it has if I hadn't, they hadn't pushed me to downtown.
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Which I was a little scared to go downtown to a
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new area, new community and sell ice cream to.
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And, and they've, Um, Downtown responded really well to
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us coming there and, um, met people from all over when,
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you know, now that we have that community in Downtown.
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So, we still don't have a store on the farm, and I don't plan to.
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I think it's, um, it's probably better that way.
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So, I'm, I'm glad that my neighbors challenged me, [laughs]
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and, um, I'm glad that we listened to them.
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Your farm, though, where the, where the ice cream shop is and the pizza shop.
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It's not that far away.
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It is not.
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So it's the closest location to the farm, and it's in the Forks of the River.
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So it's in an area that's very developed, but
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all of this development used to be farmland.
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So my dad actually grew up on this road, milking cows, and he would bring
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me here as a child and be like, you know, "Look at that pile of rocks.
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That's where I used to milk cows," and he would cry because he, like, missed.
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He just, like, wanted to be able to walk out
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there and show me exactly where he milked cows.
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And so, because he was so sad about, you know, not being able to go
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see where he grew up, he put a conservation easement on our farm.
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So, we have 550 acres that's conserved that can never be developed.
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And, you know, my parents hope is that we'll just
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continue, they'll pass it on to the next generation.
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They have 13 grandchildren, and they hope that,
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they don't expect everyone to love farming.
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It's not for everybody, but they assume someone at one of them, now 13,
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[laughs] might want to farm, and there's a farm there for them to, um, to do it.
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Because that is probably the biggest challenge of getting into farming is land.
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Land is so expensive, and, um, you know, my dad was- he sacrificed a lot.
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He, you know, he still, he just, he doesn't spend any money.
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He just doesn't want anything, and so every penny he's
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made, he saved and put it back into land, which seems
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like it would be, um, it's a great idea, but it's hard.
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It's harder to maintain land than people, it really is.
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It really is.
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So, but yeah, this location is really close to the farm and our neighbors.
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See, the neighbors still get the ice cream.
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It's not right on the farm.
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Yes, everybody's happy.
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So, tell us about the new venture you all have a, uh, an event venue.
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Yeah.
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So, okay.
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My mom used to be kind of, I guess, I kind of took her job in a way,
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I would say, where she was doing the marketing and bottling milk with
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my dad, and then I took her job and she needed her own thing to do.
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So she did.
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She opened like a wedding venue on the farm, and she
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absolutely loves helping people get married at the barn,
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and I'm really happy for her that she's got this fun job.
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My parents just love to work.
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Work is fun.
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So that's what she's been doing.
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She's awesome.
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She's been getting people married on the farm and it's real pretty.
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You went there.
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Yeah, everything about your farm is gorgeous.
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The cows are gorgeous.
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Everything, everything when we were there, I was just so impressed.
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It was so beautiful.
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The culture that your family has created in Knoxville and the way
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that Knoxville has embraced your company has been really great to see.
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Cause Knoxville's not always welcoming, you know, we don't love
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everything, and watching Cruze Farm be a local farm, a local,
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locally owned, locally farmed, everything is there, you create
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all your own flavors, everything is so fresh, it's amazing.
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Are you, are you gonna release a pumpkin?
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Oh, absolutely.
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Yes.
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I'm on it.
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I'm coming to visit.
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We got some really good pumpkin ice cream.
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I loved when you mentioned authentic because, um, I didn't, I didn't
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take any marketing classes, and I was talking to my mom, it was many
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years ago about, like, marketing, and she was like, "People just want
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authentic, Carleen," like, "just be, do you and do our, our family
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and farm and just always be authentic and people will respond to it."
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And she's right.
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People really do crave just authenticity.
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That woman has it together, let me tell you.
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So, and you know, you lived with her, but I met her for a day,
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and one of the most hidden gems of Knoxville, I would say.
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And you're not very hidden.
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You do have four amazing stores.
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Tell everybody where those are.
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Okay, the one you mentioned that's near the farm is in
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the Forks of the River in East Knoxville off John Sevier
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Highway, and this was our first store that we opened.
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Then we opened a pizza place right next to it.
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And then we opened our downtown Knoxville location,
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which is our busiest store right on Gay Street.
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We love being in the Miller's building.
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Um, it's got a real fun, fun atmosphere there.
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Then our, our third location we opened was Sevierville,
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and that's, yeah, right across from Tanger Outlets.
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That was fun because my parents always dreamed of owning a shop in
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Sevierville, and we actually had a little store in the flea market growing up.
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I used to love scooping ice cream in that flea market.
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[laughs] and, um, so it's kind of cool that we now have a shop in Sevierville.
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And then our last one is in Morristown.
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You ever go up to Morristown much?
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I do.
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It is growing.
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Morristown's got some really nice people.
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We've got some really great employees up there that we just love.
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I just love, I love your story.
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I love everything about your family.
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I love the farm.
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I'm a little biased because I got to be on the farm and eat the
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food, milk the cows, and really experience it, but I feel like that
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is something that more people in Knoxville experience every day,
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and they get to talk about it and they get to share that experience.
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They get to share this local commodity with people from out of the area.
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And I think you would be very surprised when I ask people
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on this podcast, where's the one place that you take people
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when they visit here that they don't know about or that that
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is a secret, and Cruze Farm is always one of those places.
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It's always on that list.
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So I think that's really cool to have like that top five
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list that Cruze Farm is always
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one of those spots.
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I love that.
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Thank you.
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Tell us something about you or your family or your
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food or your ice cream that people may or may not know.
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One thing is um, That's kind of surprising, I think,
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is that we're the only dairy farm in Knox County.
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And so I hate that because it's, I'd love, I wish
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there was a bunch of dairy farms around here.
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We would love to have a more of a community, really, of dairy farmers that we
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could even, you know, work with if we ever wanted to grow the business further.
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I've always, But the way to do it is not for us to milk more cows, but maybe to
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find other dairy farming families that we could buy milk from and support them.
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Because the issue with, you know, why dairy farms are
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closing is they're not able to sell milk for enough
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money to make it a break even or profitable business.
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So you actually end up losing money dairy farming, and when you work that hard,
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it's just, uh, that's, it's just kind of crazy to work that hard and lose money.
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So I don't think a lot of people don't know that.
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What else would they not know?
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I don't know, but Jersey cows, we always do try to
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talk about it, but I still don't know if they know.
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Jersey cows are beautiful, like you said, beautiful brown cows, long eyelashes.
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They're a smaller dairy breed.
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So I think when people think of a dairy cow,
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they think of the black and white, uh, Holsteins.
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So like the Chick fil A mascot and they are
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the most popular dairy cows in the country.
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Because they give more milk since they're larger that the milk.
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They just get more milk every day.
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But our cows give a higher butter fat percentage than any
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other dairy breed, which is perfect for making ice cream.
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And so, and you can actually see the butter fat on top of the milk.
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So, if you let the milk sit, it'll give you a better taste.
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The cream floats to the top and you just shake it up.
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So that's a, it's not homogenized.
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I really like it.
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I'd like to pour it off into my coffee.
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Those are a couple of things I think people don't realize.
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I think that they may think we're a larger business than we are.
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We really are a small business and it's funny how I think you just don't
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realize how when you look at a business, you might think it's a really
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large business if they've got, you know, but we're just, we're pretty small.
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We've got a lot of employees because they work.
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A lot of part time employees.
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They're students, so we've got a big team of over
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100, but um, not that many of us work in full-time.
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That's so many people to manage.
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I mean, that's, that's a, that's a decent size space right there.
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Yeah, and I love that we get to give people, a lot of people, their first job.
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Sometimes we get employees who have worked somewhere else,
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but a lot of times we get people coming in brand new.
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And my husband, Manjit, we like had talked about this year with our team and
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our leaders, like we have a responsibility of really teaching our employees how
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to be professional, how, when it's time to quit, how to professionally quit.
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Like, we really want to help set them up for their careers.
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Like, okay, they can, we know they're not going to work here forever.
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Like not everybody's going to swirl ice cream forever, and we want them to
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have a good start and then go on and keep, you know, building on that career.
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So, um, we've really focused on that this year on how we could do a
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better job of really teaching and leading them into their careers.
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What's your most sold ice cream flavor?
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So actually sweet cream.
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So our vanilla, we call it sweet cream, and it's most popular.
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We, we have some crazy flavors.
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Like we had last week Thai tea and ube at the downtown shop.
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And you know, ube is like a purple, a purple yam.
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Okay.
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I'll try it.
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I'll try anything.
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I know it's delicious.
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But those are like really unique, and like, I love having really fun flavors
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that people can sample, but they'll end up just ordering sweet cream they love.
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The sweet cream is like the just the classic.
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Love it.
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What's the most sold pizza topping other than cheese?
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Definitely probably pepperoni, but I just,
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you gotta put hot honey on everything.
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00:18:55,314 --> 00:18:55,974
That's what I do.
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It's my favorite.
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Delicious pizza.
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I cannot stress enough people go to this.
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Colleen, anything extra that you want to
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add to say hello to everybody out there?
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And especially again, this goes out to people across the nation.
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Relocation, especially.
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We've got about 3,000 new residents coming into
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this area to work on the new energy summit.
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So I know that they are going
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to need a Cruze farm specialty
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pop up maybe at the Oak Ridge Farmers Market, because
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all 3,000 people are going to need your product.
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Where can Find you.
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Where can they get a hold of you?
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Where can they, where can
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they get Cruze Farm products?
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We distribute to Nashville and Chattanooga and the Tri Cities.
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If they need to figure out where to find us, they
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should just email or send us a DM on Instagram.
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00:19:37,630 --> 00:19:39,990
We'd be happy to help them find how to, how
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to get a hold of us and taste some yummy milk.
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00:19:43,409 --> 00:19:44,669
I literally just thought,
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move into Cruze Farm.
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Oh,
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you're the best.
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I absolutely loved having you on the podcast today.
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Thank you for always taking time to promote your business and your
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family and being local, staying local and being authentic and being
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yourself and providing such an amazing product for everyone here.
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We really appreciate your family and everything that they do.
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00:20:04,895 --> 00:20:06,355
Please hug your mom and dad for me.
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00:20:06,355 --> 00:20:07,355
They are fantastic.
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00:20:07,355 --> 00:20:08,384
Tell them I said hello.
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00:20:08,665 --> 00:20:11,574
And all 13 grandchildren, tell them, please stay.
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00:20:11,705 --> 00:20:12,215
Exactly.
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00:20:12,294 --> 00:20:14,004
Please, someone, keep milking cows.
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Somebody.
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Yeah, for the next generation.
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Everybody, this has been an amazing episode of Connect the Knox.
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00:20:21,205 --> 00:20:22,944
I'm Julia Hurley, your host, and this
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00:20:22,945 --> 00:20:26,235
was Colleen Cruze, owner of Cruze Farm.
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00:20:26,235 --> 00:20:26,705
Thank
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00:20:26,705 --> 00:20:28,484
you so much for joining us today.
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00:20:28,905 --> 00:20:30,125
Until next time.
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00:20:30,235 --> 00:20:30,754
Bye!
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00:20:30,784 --> 00:20:31,745
Thanks, Julia.
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00:20:32,545 --> 00:20:34,305
Thank you for tuning into the show.
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00:20:34,585 --> 00:20:36,695
Make sure to like and subscribe.
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00:20:36,764 --> 00:20:39,774
Leave a five star review on your podcast player of choice.
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00:20:40,034 --> 00:20:42,114
And if you would like information on moving
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00:20:42,115 --> 00:20:44,665
to Knoxville, send me a private message.
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As always, this is Julia Hurley connecting Knoxville to the nation.