What Jay and his wife witnessed led them to encouraging others at their mission back in Wisconsin to travel to sex trafficking roads in Cambodia, Thailand and the Philippines in efforts to partner with other rescue organizations trying to bring girls out of sex slavery and into safe houses.

Jay told me about one experience he had while he visiting Bangla Road, one of the sex slave roads in Southern Thailand: “I witnessed an American man in his 50’s force the hand of a girl who was the same age of my grandaughter down his pants.”

Bangala Road is in a town called Patong on the west coast of Phuket, it’s a party street that's lined with clubs. It comes highly recommended by many travel sites which makes it difficult to comprehend just how much sex slavery goes on in a place favored by western tourists.

"I have looked into the eyes of hundreds of girls exploited for sex on roads where there was no hope. We have talked with hundreds of those girls and asked them, 'If you could do anything in the world, what would it be?' "Tour guide, mother, wife, restaurant owner and go to college” were some of the responses, but most just stared back"

Once the girls had been rescued, Jay and his team became aware of a heartbreaking problem: "The girls rescued out of sex slavery did not have sustainable job skills that provided a financial future for them and their families.”

As luck would have it, in the spring of 2014 a space at the StandRock Mall in the Wisconsin Dells became available to lease. The mission did so and created Bella Goose Coffee.

But of all the potential ventures to help train and develop people's skills, you might ask, why a craft coffee house?