Fire & Flower Holdings (TSX: FAF) (OTCQX: FFLWF) - Investor Dashboard


Fire & Flower
TSX Ticker: FAF
OTCQX Ticker: FFLWF
Market Focus: Canada
Classification: Retailer
Country: Canada
Employees: 937 as of 4/30/21
Established: 2017
CEO: Trevor Fencott

Fire & Flower – Management Team


Trevor Fencott – Chief Executive Officer

Mr. Fencott has been an executive in the cannabis industry since 2013 as a co-founder of Mettrum Health Corp. where he also served as its chief legal officer, corporate secretary and director through its go public transaction in September 2014 and its subsequent acquisition by Canopy Growth Corporation in January 2017. Additionally, he is a director of Push Capital Limited, an early-stage venture capital company focusing on the high-growth cannabis and digital technology industries. In addition to experience in the regulated cannabis industry, Mr. Fencott has more than 15 years of experience operating, building and financing businesses in the technology and media sectors. Mr. Fencott serves on the board of PopReach Incorporated, a global mobile applications publisher. He was former President and Executive Director of bitHeads Inc., a software development company based in Ottawa as well as an investor and strategic business consultant to Fuse Powered, a Toronto-based mobile analytics and digital distribution company. Mr. Fencott holds a BA Hons. from Queen’s University and an LLB from the University of Western Ontario, Faculty of Law. He is a member in good standing of the Law Society of Ontario.

Nadia Vattovaz – Chief Operating Officer

Nadia Vattovaz has been a financial executive in the retail and consumer packaged goods industries for more than 25 years. She has held senior financial roles in TSX-listed and privately held companies with focuses on financial management, strategic planning, financial shared services, corporate transformation and restructuring, mergers and acquisitions and finance systems implementations. She has extensive experience in developing industry standard financial controls and processes for large organizations. Ms. Vattovaz most recently served as Vice-President, Finance and Procurement of Holt Renfrew, Vice President of Financial Systems and Services of Canadian Tire Corporation and Senior Director, Finance of Maple Leaf Foods Inc. Ms. Vattovaz is a Chartered Professional Accountant and earned her designation with Coopers and Lybrand (now PricewaterhouseCoopers). Ms. Vattovaz is a member of the Chartered Professional Accountants of Ontario, holds a Graduate Diploma in Public Accountancy from McGill University and a Bachelor of Arts from the University of Western Ontario.

Judy Adam – Chief Financial Officer

Effective May 17, 2021, Judy Adam is the CFO of Fire & Flower. Ms. Adam is a CPA and has more than 25 years of experience as a financial executive. Over the course of her career, she has worked with both TSX and NYSE-listed companies. Previously, she was the CFO of MAV Beauty Brands. She also spent nearly 20 years in various roles at Corus Entertainment.

Matthew Hollingshead – Chief Innovation Officer, President of Hifyre

Matthew Hollingshead joined the company when Hifyre was acquired in 2018. In his role as Chief Innovation Officer, he works closely with the company’s leadership to oversee technological advancement. He is also overseeing the company-wide innovation plan. Prior to the Hifyre acquisition, Hollingshead founded companies in digital advertising and software development.

Significant Insider Ownership


Trevor Fencott, CEO:
10.2 million shares, 3.5 million warrants and 0.5 million options

Harvey Shapiro, Executive Chair:
11.6  million shares and 3.2 million warrants

Donald Wright, Lead Director:
1.3 million shares

Alimentation Couche-Tard Inc.
76.9 million shares, 200.6 million warrants and $2.4 million convertible notes (2.7 million shares)

Green Acre Capital:
14.9 million shares and $88 million convertible notes (16 million shares)


Visit Fire & Flower Holdings.
at www.fireandflower.com.

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