Fire & Flower Announces Cannabis Distribution Agreement with Manitoba Liquor & Lotteries

/DO NOT DISTRIBUTE IN UNITED STATES OR FOR DISTRIBUTION TO UNITED STATES WIRE SERVICES/

Open Fields Distribution expands to Manitoba market by providing transshipment services and leveraging significant logistics experience with Pineapple Express Delivery

TORONTO, April 14, 2022 /CNW/ – Fire & Flower Holdings Corp. (“flower of fire“or the”Company“) (TSX: FAF) (OTCQX: FFLWF), a leading retail and technology platform for cannabis consumers, today announced that its wholly-owned subsidiary, Open Fields Distribution (“open fields“) has entered into a one-year cannabis distribution agreement (the “Deal“) with the Manitoba Liquor and Lotteries Corporation (“MBLLUnder the agreement, Open Fields will offer the distribution of recreational cannabis products from Licensed Producers to retailers in the province of Manitoba to the management of MBLL.

Fire & Flower (CNW Group/Fire & Flower Holdings Corp.)

Strategic benefits of the agreement

  • Expands existing Open Fields business, which offers wholesale and distribution services in Saskatchewanin a second province.

  • Leverages the considerable experience of the company’s recently acquired logistics and delivery subsidiary, Pineapple Express Delivery.

  • Enables retailers across Manitoba to receive the product more efficiently and benefit from the established high level of service offered by Open Fields.

  • Further enhances strategic relationships with key licensed growers across all segments of the Fire & Flower business.

“Open Fields has been selected through a competitive RFP process to provide transshipment services in the Province of Manitoba and we are delighted that MBLL has trusted our company to provide these services. Open Fields and Pineapple Express Delivery have significant experience serving retail customers in the provinces of Saskatchewan and Ontario and extending these services into an additional province creates scale and efficiency for the wholesale segment,” shared Trevor Fencott, CEO of Fire & Flower. “We will look to continue to pursue business opportunities and acquisitions that generate incremental revenue by adding value to existing business segments.”

About the fire and the flower

Fire & Flower is a leading technology-powered, adult-use cannabis retailer with over 100 company-owned stores in its network. The company relies on its wholly-owned technology development subsidiary, Hifyre, to continuously advance its proprietary retail operating model while providing additional high-margin independent revenue streams. Fire & Flower guides consumers through the complex world of cannabis through premium, education-focused retail, while digital retail and analytics platform Hifyre empowers retailers to optimize their relationships with consumers. The company’s management team combines extensive experience in the technology, cannabis and retail industries.

With strategic investment from Alimentation Couche-Tard Inc. (owner of Circle K convenience stores), the Company is aiming for global expansion as new cannabis markets emerge and is poised to expand into United States where permitted by its strategic license agreement with Fire & Flower US Holdings upon the occurrence of certain changes to the cannabis regulatory regime.

Fire & Flower is a multi-banner cannabis retail operator that owns and operates the Fire & Flower, Friendly Stranger, Happy Dayz and Hotbox brands. Fire & Flower Holdings Corp. owns all of the issued and outstanding shares of Fire & Flower Inc. and Friendly Stranger Holdings Corp., licensed cannabis retailers that own and operate cannabis retail stores in the provinces of British Columbia, alberta, Saskatchewan, Manitoba, Ontarioand the yukon territory.

To learn more about Fire & Flower, visit www.fireandflower.com.

CAUTION REGARDING FORWARD-LOOKING INFORMATION

This press release contains certain forward-looking information within the meaning of applicable Canadian securities laws (“forward-looking statements”). All statements other than statements of current or historical facts are forward-looking statements. Forward-looking statements are often, but not always, identified by the use of words such as “anticipate”, “achieve”, “may”, “believe”, “plan”, “intend”, “objective”, “continuing”, “in progress”, “estimate”, “outlook”, “expected”, “project” and similar words, including their negative forms, suggesting future results or that certain events or conditions “may” or “ will happen”. These statements are only predictions.

Forward-looking statements are based on the opinions and estimates of the management of Fire & Flower as of the date the statements are made based on information then available to Fire & Flower. Various factors and assumptions are applied in drawing conclusions or making the forecasts or projections set forth in the forward-looking statements. Forward-looking statements are subject to and involve a number of known and unknown variables, risks and uncertainties, many of which are beyond Fire & Flower’s control, which may cause Fire & Flower’s actual performance and results Flower differ significantly from any projection. future performance or results expressed or implied by such forward-looking statements. These factors include, among others: regulatory and other approvals or consents; fluctuations in general macroeconomic conditions; fluctuations in the securities markets; the impact of the COVID-19 pandemic; the Company’s ability to successfully achieve its business objectives and political and social uncertainties.

There can be no assurance that the expectations reflected in the forward-looking statements will prove to be accurate. Although the forward-looking statements contained in this press release are based on what management of the Company believes, or believed at the time, to be reasonable assumptions, the Company cannot assure shareholders that actual results will be consistent with such statements. forward-looking statements, as there may be other factors that cause results not to be as anticipated, estimated or intended. Readers should not place undue reliance on the forward-looking statements and information contained in this press release. Additional information regarding the risks and uncertainties associated with the Company’s business can be found under the heading “Risk Factors” in the Company’s Annual Information Form dated April 30, 2021 and the “Risks and Uncertainties” section in the management report for the quarter ended October 30, 2021 filed on its issuer profile on SEDAR at www.sedar.com . The forward-looking statements contained in this press release are made as of the date of this press release, and the Company does not undertake to update any forward-looking statements contained or referenced herein, except in accordance with applicable securities laws.

No stock exchange, securities commission or other regulatory authority has approved or disapproved of the information contained herein.

SOURCE Fire & Flower Holdings Corp.

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