This agreement, which takes effect April 1, 2019, brings together Fire & Flower's industry-leading, education-focused retail expertise with Lift & Co.'s extensive database of product reviews and partner benefits. Fire & Flower has engaged Lift & Co. for a series of initiatives, including listing Fire & Flower as a premium retailer on the Lift & Co. platform in Alberta, Saskatchewan and Ontario. Lift & Co. members will be able to share their Fire & Flower cannabis experiences in both product and business reviews, which earn Lift Points that may be redeemed within the Lift & Co. platform for gift cards, exclusive promotions and invite-only industry events.

"Fire & Flower is excited to bring Lift & Co.'s users a trusted cannabis retail experience," says Chris Bolivar, Vice President Brand & Marketing at Fire & Flower. "Our organizations are a great fit with shared principles on the importance of data science driving consumer education and personalized service through a commitment to responsible marketing."

"Fire & Flower has always been on our radar for the work it does with product education and customer service," says Nick Pateras, Vice President, Strategy at Lift & Co. "We're looking forward to working with them to further elevate the Fire & Flower consumer experience by leveraging the Lift & Co. platform."



Fire & Flower and Lift & Co. are both members of the Canadian Marketing Association's Cannabis Marketing Working Group and are leaders in compliant marketing activities outlined in the Canadian Marketing Association's Permitted Cannabis Marketing Activities Guide.

About Fire & Flower

Fire & Flower is a leading independent adult-use cannabis retailer poised to capture significant market share in Canadian provinces that allow private retail. The company provides customers with expertly curated product selection and a best-in-class, education-driven customer experience. Fire & Flower's leadership team combines extensive experience in the legal cannabis industry with deep retail expertise. The company is at the forefront of the new adult-use cannabis industry in Canada.

About Lift & Co.

Lift & Co. (TSXV: LIFT) is a publicly traded technology company modernizing the cannabis industry.

CAUTIONARY STATEMENT REGARDING FORWARD-LOOKING INFORMATION

This news release contains certain forward-looking statements and forward-looking information (collectively referred to herein as "forward-looking statements") within the meaning of applicable Canadian securities laws. All statements other than statements of present or historical fact are forward-looking statements. Forward-looking statements are often, but not always, identified by the use of words such as "anticipate", "achieve", "could", "believe", "plan", "intend", "objective", "continuous", "ongoing", "estimate", "outlook", "expect", "may", "will", "project", "should" or similar words, including negatives thereof, suggesting future outcomes. Management of the Company believes the expectations reflected in such forward-looking statements are reasonable as of the date hereof but no assurance can be given that these expectations will prove to be correct and such forward-looking statements should not be unduly relied upon. Various material factors and assumptions are typically applied in drawing conclusions or making the forecasts or projections set out in forward-looking statements. Those material factors and assumptions are based on information currently available to the Company, including data from publicly available governmental sources as well as from market research and industry analysis and on assumptions based on data and knowledge of the retail cannabis industry which the Company believes to be reasonable. However, although generally indicative of relative market positions, market shares and performance characteristics, such data is inherently imprecise. While the Company is not aware of any misstatement regarding any industry or government data presented herein, the retail cannabis industry involves risks and uncertainties and is subject to change based on various factors.

Forward-looking statements are not a guarantee of future performance and are subject to and involve a number of known and unknown risks and uncertainties, many of which are beyond the control of the Company, which may cause the Company's actual performance and results to differ materially from any projections of future performance or results expressed or implied by such forward-looking statements.

Any forward-looking statements are made as of the date hereof and, except as required by law, the Company assumes no obligation to publicly update or revise such statements to reflect new information, subsequent or otherwise.

SOURCE Lift & Co. Corp. and Fire & Flower Holdings Corp.

For further information: Media relations contacts: Fire & Flower, Nathan Mison, Vice President, Government and Stakeholder Relations, [email protected], Ph: 780-951-1106; Lift & Co., Scott Campbell, Director of Communications, [email protected], 647-402-4957