Fire & Flower Nominated for Two Canadian Cannabis Awards

EDMONTON, Nov. 29, 2018 /CNW/ - Fire & Flower, an independent corporate cannabis retailer with several shops already operating in Alberta and Saskatchewan, is honoured to be nominated as Startup of the Year and Brand of the Year at the Lift&Co Canadian Cannabis Awards. Recognized as the gold standard for excellence in Canada's cannabis sector, the awards celebrate the people, companies and products that make Canadian cannabis great.

"We are delighted to be nominated in these important categories, which highlights our education-based, social responsible approach to cannabis retailing in Canada," said Trevor Fencott, Fire & Flower's Chief Executive Officer. "We know there is a lot of competition in our industry now that recreational cannabis has been legalized, so it means a lot to be singled out as one of the best cannabis companies in the country."

Fencott notes that Fire & Flower has consulted widely with consumers, business leaders and community builders to get their perspectives on what they expect from a commercial cannabis retailer. Their input has helped shape the design of the company's shops, the products it carries and the responsible, education-based shopping experience which is the foundation of Fire & Flower's business.

"Our shops are bright and modern so we can give the highest degree of comfort to our guests, many of whom will be unfamiliar purchasing cannabis," said Fencott. "Our staff are highly trained experts on cannabis and cannabis products who can answer any questions our guests have. As we continue to open more stores across Canada, even more people will be able to benefit from our knowledge and discover our exceptional customer service."

Fire & Flower currently operates eight shops in Alberta and Saskatchewan and intends to apply for additional licences for retail shops there and in all provinces that allow private cannabis sales, including Ontario, British Columbia and Manitoba. All Fire & Flower shops deliver expertly curated Health Canada-regulated products and ensure the highest standards of safety for the communities in which they are located.

Winners of the Canadian Cannabis Awards will be announced at a gala dinner in Toronto on November 29. For more information about the awards, visit www.canadiancannabisawards.com.

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.

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