/NOT FOR DISSEMINATION
IN THE UNITED
STATES OR FOR DISTRIBUTION TO UNITED STATES WIRE SERVICES/
TORONTO, April 14, 2021 /CNW/ - 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 HifyreTM 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.
SOURCE Fire & Flower Holdings Corp.