Fire and Flower Expands Cannabis Distribution Services to Manitoba

Fire & Flower Announces Cannabis Distribution Agreement with Manitoba Liquor & Lotteries

Open Fields Distribution expands into Manitoba market by providing cross docking services and leveraging significant logistics experience with Pineapple Express Delivery

TORONTO, April 14, 2022 /CNW/ – Fire & Flower Holdings Corp. (“Fire & Flower” or the “Company”) (TSX: FAF)(OTCQX: FFLWF), a leading cannabis consumer technology and retail platform, today announced that its wholly-owned subsidiary, Open Fields Distribution (“Open Fields”) has entered into a one-year cannabis distribution agreement (the “Agreement”) with Manitoba Liquor & Lotteries (“MBLL”). Under the Agreement, Open Fields will offer distribution of recreational cannabis products from licensed producers to retailers in the province of Manitoba at the direction of the MBLL.

Strategic Benefits of the Agreement

  • Extends the existing Open Fields business, which offers wholesale and distribution services in Saskatchewan, into a second province.
  • Leverages significant experience of the Company’s recently acquired logistics and delivery subsidiary, Pineapple Express Delivery.
  • Enables retailers across Manitoba to receive product more efficiently and benefit from the established high level of service offered by Open Fields.
  • Further enhances strategic relationships with key licensed producers across all segments of the Fire & Flower business.

Open Fields was selected as part of a competitive RFP process to provide cross docking services in the province of Manitoba and we are delighted that MBLL has trusted our business to provide these services. Open Fields and Pineapple Express Delivery have significant experience in servicing retail customers in the provinces of Saskatchewan and Ontario and extending these services into an additional province creates scale and efficiency for the wholesale business segment.

Trevor Fencott, Chief Executive Officer of Fire & Flower

We will look to continue to pursue business opportunities and acquisitions that drive additional revenue by adding value to existing business segments.

About Fire & Flower

Fire & Flower is a leading, technology-powered, adult-use cannabis retailer with more than 100 corporate-owned stores in its network. The Company leverages its wholly-owned technology development subsidiary, Hifyre, 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 education-focused, best-in-class retailing while the Hifyre digital retail 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.

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

To learn more about Fire & Flower, visit

Original Press Release

Published by NCV Newswire
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