Mr. Stephane Trudel reports

FIRE & FLOWER ANNOUNCES CHANGE IN MANAGEMENT TEAM

Fire & Flower Holdings Corp.'s chief financial officer, Judy Adam, has resigned effective Nov. 18, 2022. Ms. Adam has agreed to pursue another position as chief financial officer of a publicly traded company.

"Judy has made a significant contribution to Fire & Flower during her tenure at the organization, and has been instrumental in the evolution of our business and establishing a strong finance function to support our growth," said Stephane Trudel, chief executive officer of Fire & Flower. "On behalf of the board of directors and our entire team, I want to thank Judy for her leadership as our CFO and wish her well on her next venture."

Fire & Flower and its board of directors have already commenced a search for a new chief financial officer and Ms. Adam will be engaged in supporting this transition.

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 Inc., 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.

Through the strategic investment of Alimentation Couche-Tard Inc. (owner of Circle K convenience stores), the company has set its sights on global expansion as new cannabis markets emerge and is poised to expand into the United States when permitted through its strategic licensing agreement with Fire & Flower U.S. Holdings upon the occurrence of certain changes to the cannabis regulatory regime.

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