Mr. Stephane Trudel reports

SPARK PERKS LAUNCHES IN CIRCLE K CO-LOCATED STORE IN GREATER TORONTO AREA

In collaboration with its strategic partner, Alimentation Couche-Tard Inc. (ACT), Fire & Flower Holdings Corp.'s Spark Perks members can now experience a new fast and convenient way of shopping for cannabis in the Greater Toronto Area through Circle K's new co-located store in the Brampton market.

The co-located store is located directly adjacent to the Circle K at 1990 Steeles Ave. W, Brampton, Ont. This easily accessible location showcases a convenience cannabis store model and expands on the many products and services offered by the adjacent Circle K store, including fuel, car wash, food, snacks and convenience items.

"This convenience-based shopping model is a major step change in the industry and provides a competitive advantage for both Fire & Flower and Circle K in the transformation of the cannabis consumer shopping experience," said Stephane Trudel, chief executive officer of Fire & Flower. "Fire & Flower anticipates reaching a total of 10 Circle K co-located stores operating using its technology and brands within the next 12 months. The opening of this store in the GTA demonstrates our progress towards this goal and builds upon the two pilot stores that are already open and operating in Alberta."

Spark Perks members and Circle K customers are served in a fast, convenient and personal way leveraging the Hifyre digital retail platform licensed to Circle K which powers every customer interaction in the store and on-line shopping at the Fire & Flower website, with quick and easy pickup at the store. Spark Perks members receive exclusive benefits including member pricing on top-selling products both in store and on-line.

ACT and Fire & Flower have an existing master franchise agreement (MFA) in several provinces to operate Fire & Flower-branded cannabis stores co-located with Circle K stores and use the Hifyre digital retail platform.

About Fire & Flower Holdings Corp.

Fire & Flower is a cannabis consumer retail and technology platform with more than 90 corporate-owned stores in its network. The company leverages its wholly owned technology development subsidiary, Hifyre, to continually advance its proprietary retail operations model while also providing additional independent high-margin revenue streams. Fire & Flower guides consumers through the complex world of cannabis through best-in-class retailing while the Hifyre digital and analytics platform empowers retailers to optimize their connections with consumers. The company's leadership team combines extensive experience in the technology, cannabis and retail industries.

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