News Release

April 24, 2018

Canadian Cannabis Retailer, Fire & Flower Strengthens Executive Leadership with Human Resources Team

Edmonton, Alberta, Canada (April 24, 2018)

Fire & Flower, a corporate retail cannabis store, announces it has appointed Jesse Cheetham as Vice President, Human Resources and Megan Scheie as Director, Training and Development.

Fire & Flower’s significant investment in human resources strengthens the company’s position to provide extensive training and development, ensuring customers will receive the best possible retail experience. The Human Resources executive leadership will report to Fire & Flower’s Chief Operating Officer.

Prior to joining Fire & Flower, Mr. Cheetham was the Director of Employee Services at Peavey Industries LP, an agricultural retailer with more than 100 locations across Canada recognized by the prestigious Canada’s 10 Most Admired Corporate Cultures Award. Prior to joining Peavey Industries LP, Mr. Cheetham held executive management positions with Skechers across Western Canada and the United States.

Before joining Fire & Flower, Ms. Scheie worked in management roles at Brock Canada and Suncor and brings extensive experience in the areas of training and development, policy development, performance management and HRIS systems. Under Ms. Scheie’s portfolio, training and development will play an integral role in the organization expressed through a well defined corporate culture.

“People are incredibly important to our organization and we are excited to announce experienced and energetic human resources professionals as part of our executive management,” shared Trevor Fencott, Fire & Flower’s Chief Executive Officer. “Fire & Flower’s dedication to a people-focused culture and retail strategy highlights the company’s goal to be a best-in-class cannabis retailer,” shared Megan Scheie. Jesse Cheetham added, “Fire & Flower will be hiring hundreds of people in the Alberta market in the coming months and years. It is an exciting time to lead the human resources area of such a rapidly growing company in the cannabis industry.”

About Fire & Flower

Fire & Flower is a corporate retail store, 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 alone 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 well 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
nmison@fireandflower.com
Ph: 780-953-1106