Fire & Flower Holdings Corp. (TSX: FAF) (OTCQX: FFLWF) ("FFHC" or "Fire & Flower") in collaboration with artist Amr Elkouedy, Angry Butterfly, has created an original piece of digital art using Non-Fungible Token (NFT) technology. The piece is titled Non-Fungible Toke, in playful reference to 420, the annual celebration for cannabis enthusiasts on April 20.

"Fire & Flower is leading digital innovation in the cannabis industry, including the first Non-Fungible Toke," said Lisa Mazurkewich, Vice-President, Marketing, Fire & Flower. "Customer connection is part of our brand DNA, which is why we strive to develop creative ways to engage with our community."

The digital artwork is a looping billow of multi-coloured smoke encased in glass, similar to a display case found in an art gallery or museum. The bidding will start at $4.20 today on Rarible and close on April 20, 2021 at 4:20 p.m. EDT. All proceeds from the sale will be donated to Second Harvest, the largest food rescue charity in Canada, and Less to purchase a carbon offset and help neutralize the carbon footprint of blockchain technology.

"As a new agency, we like using new technology and new design tools," said Erin Kawalecki, Partner & CCO, Angry Butterfly. "But the goal is always to combine innovation with an element of playfulness, which we think this NFT represents. We're lucky to have clients with the same mindset."

The highest bidder of Non-Fungible Toke will have ownership of the digital artwork and it cannot be replicated or reproduced, due to the Ethereum blockchain network that supports it.

About Fire & Flower

Fire & Flower is a leading purpose-built, independent adult-use cannabis retailer focused on the Canadian market and international expansion opportunities. The Company guides consumers through the complex world of cannabis through education-focused, best-in-class retailing while the Hifyre^TM digital platform connects consumers with cannabis products. The Company's leadership team combines extensive experience in the cannabis industry with strong capabilities in retail operations. 

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 Alberta, Saskatchewan, Manitoba and Ontario, and the Yukon territory. 

Through the strategic investment of Alimentation Couche-Tard Inc. (owner of Circle K convenience stores), the Company has set its sights on the global expansion as new cannabis markets emerge. 

To learn more about Fire & Flower, visit www.fireandflower.com. 

About Angry Butterfly:

Angry Butterfly is a full-service, proudly independent, strategic and creative consultancy based in Toronto. Founded in the Fall of 2020, at a time of intense transformation in almost every area of the world, their goal is to create transformational shifts for their clients – and to help determine what needs to be reimagined in the first place. Whether it's a social media account, a product line, or a company trajectory. 

CAUTIONARY STATEMENT REGARDING FORWARD-LOOKING INFORMATION

This news release contains certain forward-looking information within the meaning of applicable Canadian securities laws ("forward-looking statements"). 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", "project" and similar words, including negatives thereof, suggesting future outcomes or that certain events or conditions "may" or "will" occur. These statements are only predictions.

Forward-looking statements are based on the opinions and estimates of management of Fire & Flower at the date the statements are made based on information then available to the Fire & Flower.  Various factors and assumptions are applied in drawing conclusions or making the forecasts or projections set out in forward-looking statements, including with respect to the closing of the Transaction on the terms described herein or at all.  Forward-looking statements are subject to and involve a number of known and unknown, variables, risks and uncertainties, many of which are beyond the control of Fire & Flower, which may cause Fire & Flower's actual performance and results to differ materially from any projections of future performance or results expressed or implied by such forward-looking statements. Such factors, among other things, include:  final  regulatory  and  other  approvals  or  consents;  fluctuations  in general macroeconomic conditions; fluctuations in securities markets; the impact of the COVID-19 pandemic; the  ability  of  the  Company  to  successfully achieve its business objectives and political and social uncertainties.

No assurance can be given that the expectations reflected in forward-looking statements will prove to be correct.  Although the forward-looking statements contained in this news release are based upon what management of the Company believes, or believed at the time, to be reasonable assumptions, the Company cannot assure shareholders that actual results will be consistent with such forward-looking statements, as there may be other factors that cause results not to be as anticipated, estimated or intended. Readers should not place undue reliance on the forward-looking statements and information contained in this news release. Additional information regarding risks and uncertainties relating to the Company's business are contained under the heading "Risk Factors" in the Company's annual information form dated April 29, 2020 and the heading "Risks and Uncertainties" in the management discussion and analysis for the thirteen and thirty-nine weeks ended October 31, 2020 filed on its issuer profile on SEDAR at www.sedar.com. 

No stock exchange, securities commission or other regulatory authority has approved or disapproved the information contained herein.