News Release

May 17, 2018

Canadian Cannabis Retailer Fire & Flower Appoints Joel Stevens as Vice President, Head Merchant

Edmonton, Alberta, Canada (May 17, 2018) – Fire & Flower, a corporate retail cannabis store, announces Joel Stevens has been appointed as Vice President, Head Merchant.

In this role, reporting to the Chief Operating Officer, Mr. Stevens will be responsible for sourcing all cannabis as well as cannabis lifestyle products for Fire & Flower.

Mr. Stevens comes to Fire & Flower with over 25 years of experience in the national corporate retail and wholesale environments. Mr. Stevens founded PC Outlet, a Canadian computer wholesaler, retailer and reseller. Most recently, Mr. Stevens co-founded MJ National Distribution, a B.C. based cannabis accessory and eCigarette distributor which provides products for dispensaries, medical clinics, as well as smoke and vape shops across Canada.

“Mr. Stevens’ entrepreneurial spirit and extensive retail experience is a significant asset to our executive team as we execute one of the largest launches in Canadian retail history,” shared Trevor Fencott, Fire & Flower’s Chief Executive Officer.

Mr. Stevens added, “I am excited to work with a first-class executive team to build one of Canada’s top legal cannabis retail chains and relish the opportunity to curate the most customer-desired product offering of cannabis, accessory products and grow equipment for the Canadian adult-use market.

About Fire & Flower

Fire & Flower is a corporate retailer, specializing in elevating Canadian cannabis products through experiential strategies and education-based programming. The company is poised to serve customers across the country, in provinces where private retailing of cannabis is permitted. Fire & Flower plans to open 37 retail locations in the province of Alberta, once permitted by regulatory bodies.

Founded by leading legal cannabis entrepreneurs, Fire & Flower’s leadership team carries extensive experience in launching successful businesses and 20 years in the legal cannabis space. The company is versed in the national legalization of cannabis and is actively influencing the evolution of the new cannabis industry across the country.

Media Relations Contact:
Nathan Mison
Vice President, Government and Stakeholder Relations
Ph: 780-951-1106