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Selling chicken on Amazon? Yup. That is part of Pilgrim’s overall plan to create “speed bumps” for reaching consumers on their own terms and where they are most receptive. How can a brand both find and create those oases of attention and openness? Amazon Fresh, where Pilgrim’s Just Bare Chicken is #1 in its category, is one example of how consuemrs respond to an environment’s openness and transparency.