My teacher said the the answer can be found in The Reeve's prologue, but my group and I have read the prologue in Middle English and the morden translation. Yet we have yet to find the answer.
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The Reeve is supposed to be a religious man hence the pilgrimage. He makes his money telling his tales and I think this pilgrimage fits in. Like most of the pilgrims, the Reeve takes this journey as a holiday. They drink, tell dirty stories and basically have a good time. I have yet to find an actual statement in the text unless I missed something.