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Hifyre president joins Fire & Flower executive team


May 21, 2021
By Grow Opportunity staff

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Fire & Flower Holdings Corp. has appointed Matthew Hollingshead as its new chief innovation officer.

Hollingshead also continues to serve as president of the company’s wholly-owned subsidiary, Hifyre Inc.

In his new role, Hollingshead will work with the Fire & Flower executive team to create and oversee the organization’s strategic technological advancements. He will be responsible for implementing short-term and long-term strategic business opportunities.

“Matthew (Hollingshead) has championed innovation at Fire & Flower and in the cannabis tech industry for years. His decade of legal medical and adult-use cannabis experience combined with his creative vision for the future of retail technology has been instrumental in positioning Fire & Flower at the forefront of this highly competitive industry,” said Trevor Fencott, President and CEO of Fire & Flower.

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