Mr. Stephane Trudel reports

FIRE & FLOWER ANNOUNCES APPOINTMENT OF CHIEF FINANCIAL OFFICER

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

The appointment of Mr. Chou as the permanent chief financial officer follows his appointment as interim chief financial officer on Nov. 21, 2022.

"During Mr. Chou's work as interim chief financial officer, he has contributed towards growing the strategic objectives of the business and has built strong relationships with our key team members and our board of directors," shared Stephane Trudel, chief executive officer of Fire & Flower. "On behalf of the board of directors, I am pleased to welcome John as the company's chief financial officer and look forward to his continued contributions."

Prior to joining Fire & Flower management as chief financial officer, Mr. Chou held the position of chief financial officer of The Flowr Corp., chief financial officer of Terrace Global, vice-president of finance for Gran Colombia Gold Corp. and vice-president of finance for Frontera Energy Corp.

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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