Fire & Flower Holdings Corp. (“FFHC”) (TSX: FAF) and its wholly-owned subsidiary Fire & Flower Inc. (“Fire & Flower” or the “Company”), is pleased to announce that its stores will once again offer free best-in-class home delivery and curbside pick-up to safely and responsibly service its customers during the newly-mandated Toronto and Peel region lockdown in the Province of Ontario.

Beginning Monday, November 23, customers can easily order their cannabis products from Fire & Flower’s Toronto locations using the e-commerce platform at www.fireandflower.com and choose between either free same-day delivery to their homes or to come to their nearest store for curbside service, ensuring the health and safety of Fire & Flower customers and team members.

On Friday, November 20, 2020, Attorney General Doug Downey approved an emergency order placing the Toronto and Peel regions under a new lockdown to combat COVID-19.  On Sunday, November 22, 2020, Ontario Regulation 654/20 was made allowing cannabis retail stores located in the lockdown regions to operate through e-commerce, curbside pickup and home delivery services.  Fire & Flower’s Toronto locations are poised to continue operations through e-commerce and commence curbside and delivery services immediately.

“We applaud Attorney General Doug Downey for the practical solution of allowing provincially-licensed cannabis retailers the same e-commerce abilities of delivery and curbside pick-up that all other retailers have during this period of lockdown,” said Trevor Fencott, Chief Executive Officer, Fire & Flower. “This act allows us to safely provide service to our customers and continue to combat the burgeoning illegal market during these challenging times.”

“As the legal industry steps up for the second time and invests in safe delivery for our customers, we hope the Provincial government will recognize that the Ontario Cannabis Store’s monopoly on delivery is an unnecessary burden on public health, taxpayers, customers and economic growth in the Province” continued Fencott. “Lockdowns will eventually end, but the road to economic recovery for private business will be difficult and the large illegal market will continue unchallenged unless the government makes these changes permanent.  Our customers expect e-commerce and delivery options from every other kind of retailer in the Province, and deserve to receive equitable treatment for licensed cannabis retailers.”

Fire & Flower and Hifyre™ digital teams are re-establishing the operating procedures and technology that served safely customers through online payment, curbside pickup and home delivery services earlier this year when the province was initially combatting the pandemic.

Fire & Flower has a distinct competitive advantage as online ordering, curbside pickup and delivery become available through its ability to communicate with almost 178,000 members in the Spark Perks program on the Hifyre™ digital platform. The Spark Perks program provides a robust channel to communicate with consumers, understand their needs and preferences and drive consumer traffic digitally.