Mr. Stephane Trudel reports

FIRE & FLOWER ANNOUNCES APPOINTMENT OF INTERIM CHIEF FINANCIAL OFFICER

Fire & Flower Holdings Corp. has appointed John Chou as interim chief financial officer of the company, effective immediately.

Prior to joining Fire & Flower management as Interim Chief Financial Officer, Mr. Chou held the position of Chief Financial Officer of The Flowr Corporation, Chief Financial Officer of Terrace Global, Vice President Finance of Gran Colombia Gold Corp. and Vice President Finance of Frontera Energy Corp.

"On behalf of the Board of Directors, I am pleased to welcome John Chou to the management team as Interim Chief Financial Officer. John brings extensive experience from a diverse range of industries from cannabis, energy, mining and hydro. We look forward to his contributions to advancing Fire & Flower's strategic objectives," shared Stephane Trudel, Chief Executive Officer of Fire & Flower.

About Fire & Flower

Fire & Flower is a leading, technology-powered, adult-use cannabis retailer 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 education-focused, best-in-class retailing while the Hifyre digital retail and analytics platform empowers retailers to optimize their connections with consumers. The Company's leadership team combines extensive experience in the technology, logistics, 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.

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 issued and outstanding shares in 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, Ontario, and the Yukon territory.

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