Media Release Ontario Chamber & Fire & Flower Launch Ontario Cannabis Policy Council September 26, 2019

(Toronto, ON – September 26, 2019) – Today, the Ontario Chamber of Commerce (the “OCC”) and Fire & Flower Inc. (“Fire & Flower”) have begun to work collaboratively with the Ontario Cannabis Policy Council (the “Council”). Following the release of the OCC’s recent report Supporting Ontario’s Budding Cannabis Industry, the Council’s primary focus is advocating for the industry’s growth across the province.

“As the private adult-use cannabis retail market emerges in the province of Ontario, it is critical that industry has a voice in policy decisions that affect how consumers access legal cannabis. New product categories including concentrates and edibles will emerge in late 2019 and the introduction of these products will be of key importance to the growth of the industry. The Ontario Cannabis Policy Council is positioned to lead Canada’s adult-use cannabis industry with Ontario home to more than half of the licensed producers in Canada that employ thousands in the province,” shared Trevor Fencott, Chief Executive Officer of Fire & Flower and Co-Chair of the Ontario Cannabis Policy Council.

To ensure that the industry is set up for success and growth, the Council will focus on a wide range of issues impacting the sector, calling on the Government of Ontario to commit to:

A transparent plan and timeline to proceed with a licensing system based on merit for private retail;

Address supply issues and roll out a significant number of new store licenses, on a monthly basis, to kick start the legal retail industry and effectively combat the illicit market;

Work with stakeholders to address the need for public education and awareness of legal cannabis as well as harness the workforce development opportunities for one of Ontario’s fastest growing industries.

The Council is the first of its kind in Ontario, and is comprised of industry leaders and experts who will tackle the key issues impacting Ontario’s fast-moving adult-use cannabis industry. Founding members of the Council include:

Trevor Fencott, CEO, Fire & Flower Inc.

Mark Goliger, CEO, National Access Cannabis Corp.

Adine Carter, CMO, Tilray

Tom Dyck, CEO, mīhī cannabis

Mimi Lam, CEO, Superette Inc.

Eric Foster, Partner, Dentons Canada LLP

Michael Dixon, Director, Controlled Environment Systems Research Facility, University of Guelph

Gerald Proctor, Vice President, Government and Stakeholder Relations, Sundial Growers Inc.

Michael Nituda, Partner, BFL Canada Risk and Insurance Services Inc.

Afshin Mousavian, CEO, Responsible Cannabis Use

Janet Ecker, President, Kilwaughter Consulting

Pamela Jeffery, Founder and CEO, The Pamela Jeffery Group

“As Ontario approaches the one-year anniversary of legalized recreational cannabis, more remains to be done to allow the cannabis sector to reach its full economic potential. The Council will be committed to shaping responsible public policy to establish this province as a competitive leader in the recreational cannabis space,” added Daniel Safayeni, Director of Policy of the Ontario Chamber of Commerce.

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About the Ontario Chamber of Commerce

For more than a century, the Ontario Chamber of Commerce (OCC) has been the independent, non-partisan voice of Ontario business. The OCC’s mission is to support economic growth in Ontario by defending business priorities at Queen’s Park on behalf of its network’s diverse 60,000 members.

About Fire & Flower

Fire & Flower is a leading purpose-built, independent adult-use cannabis retailer poised to capture significant Canadian market share. The Company guides consumers through the complex world of cannabis through education-focused, best-in-class retailing while the Hifyre digital platform connects consumers with cannabis products. The Company’s leadership team combines extensive experience in the cannabis industry with strong capabilities in retail operations.

Fire & Flower Holdings Corp. owns all issued and outstanding shares in Fire & Flower Inc., a licensed cannabis retailer that owns or has interests in cannabis retail store licences in the provinces of Alberta, Saskatchewan, Manitoba and Ontario and the Yukon territory.

Through the strategic investment of Alimentation Couche-Tard (ATD.A, ATD.B), the Company has set its sights on the global expansion as new cannabis markets emerge.

For more information please contact:

Ceara Copps – Edwards

Senior Communications Advisor

Ontario Chamber of Commerce

647-936-6734

cearacoppsedwards@occ.ca