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Fire & Flower Holdings Corp. (TSX: FAF) and its wholly-owned subsidiary Fire & Flower Inc. today announced that it has begun selling new "cannabis 2.0" product formats in its retail stores in the province of Saskatchewan.

TheCompany is among the first retailers in Canada to be selling these new productformats. This has been achieved through a private wholesale model in theprovince of Saskatchewan, where the Company's wholly-owned distributionbusiness, Open Fields Distribution purchases from and negotiates pricesdirectly with Licensed Producers.

Newproduct formats in Fire & Flower's assortment will be composed of ediblesincluding gummies, mints and chocolates; and concentrate vaporizers in bothall-in-one and cartridge formats. Fire & Flower's initial assortment ofcannabis 2.0 products in the province is anticipated to include offerings fromthe following Licensed Producers and brands prior to the end of 2019: Aphria,Aurora, Dosist, Cronos, The Green Organic Dutchman, High Park, Organigram,Redecan, and Sundial.

"WithFire & Flower being one of the first retailers in Canada to stock newcannabis formats, this exemplifies the clear benefits of the privatedistribution model including price, access and diversity of product within theprovince of Saskatchewan," shared Trevor Fencott, Fire & Flower'sChief Executive Officer. "We have demonstrated leadership throughestablishing Open Fields Distribution which supplies both the Fire & Flowerretail network and external accounts within the province of Saskatchewan. Thereis significant demand for these new product formats in the market and we lookforward to bringing these products to our loyal customers."

"Ourteam has worked diligently over the last year and we are thrilled to belaunching our Solei, RIFF and Good Supply vaporizers in 510 and all-in-ones atFire & Flower stores across the province of Saskatchewan," said BernieYeung, Vice President, Sales & Channel Strategy with Aphria Inc. "Weare confident in our market readiness across the country and look forward toworking closely with our retail partners to ensure we have the right brands andproduct offerings for consumers as we strive to combat the illicitmarket."

Fire& Flower will continue to monitor consumer preferences of new productformats using the Hifyre digital retail and analytics platform to judiciouslymanage its product assortment and inventory on-hand.

Asnew products, including beverages and topcials, become available, Fire &Flower expects to include these products in the Company's assortment, therebyincreasing consumer choice of new product formats.