2021 PEICMC Annual Report

TACTICAL SUMMARY Standing out as a corporate citizen that always conducts its corporate affairs in an ethical, transparent fashion is a key strategic focus for PEI Cannabis. Constant alignment with the primary public policy priorities surrounding legalization is the foundation of the corporation’s business strategy which serves as the common ground it holds with its stakeholders. To be thought of as the preferred provider of cannabis by the public, regardless of their varying perceptions of cannabis use, PEI Cannabis has executed tactical plans focusing on Branding, Social Responsibility, and Stakeholder Engagement. It has achieved reasonable short-term success in these areas. However, it has also identified some key challenges and opportunities related to how the corporation can build on its reputation as a good corporate citizen that creates value for all stakeholders in the medium-to-long term.

PEI Cannabis Î.-P.-É. • 2021 Annual Report 21