Cannabis-retailer Fire & Flower Begins Serving Guests in Canada

EDMONTON, Oct. 17, 2018 /CNW/ - Fire & Flower, an independent corporate cannabis retailer, will welcome its first guests at its shops in Alberta and Saskatchewan today as the recreational use of cannabis became legal in Canada. Doors will open this morning at the company's shops in Edmonton, Fort Saskatchewan and St. Albert, Alberta, and in Yorkton, Saskatchewan.

"This is an historic day in Canada, and we are proud to one of the first cannabis retailers to begin serving guests under the new law," said Trevor Fencott, Fire & Flower's Chief Executive Officer. "The response from our communities to date has been truly phenomenal, and we look forward to continuing to meet their needs and expectations in our bright and modern shops."

Today's openings mark the first step in Fire & Flower's plan to become the leading cannabis retailer across Canada. Fencott says the company intends to open more shops in Alberta and Saskatchewan, and to apply for licences in every province that allows private cannabis sales, including Ontario, British Columbia and Manitoba.

All Fire & Flower shops are staffed by highly trained "cannistas" with extensive knowledge of cannabis and cannabis-related products. A robust security protocol ensures the highest standards of safety for the communities where they are located, including a two-step age verification process to prohibit purchases by minors, along with extensive community engagement and programs to promote road safety.

For more information about Fire & Flower's shops, including locations and opening hours, visit https://fireandflower.com.

About Fire & Flower

Founded by experienced legal cannabis entrepreneurs from the federal system, 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 will provide customers with expertly curated product selection and a best-in-class, education-driven customer experience.

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 Fire & Flower Inc.

Media Relations Contact: Nathan Mison, Vice President, Government and Stakeholder Relations, [email protected], Ph: 780-951-1106