2021 PEICMC Annual Report

KEY HIGHLIGHTS Branding • PEI Cannabis has built on its brand equity and remains firmly aligned with the public policy priorities of protecting youth, educating the public, and displacing the illicit market. • The PEI Cannabis branding strategy underwent a revitalization throughout fiscal 2020, which was primarily focused on enhancing consumer education of cannabis consumption. Social Responsibility • New external partnerships were developed by PEI Cannabis that focused on responsible cannabis consumption (e.g. municipalities, post-secondary institutions, media, etc.). • PEI Cannabis continued to be a member on an inter- departmental Cannabis Harm Prevention Committee that developed and launched a campaign entitled Just the Facts. • A Mystery Shop Program was launched by PEI Cannabis to monitor compliance to responsible sales and a range of service factors related to the customer experience. Stakeholder Engagement • The first Corporate Citizenship Survey was launched by PEI Cannabis to seek and obtain valuable feedback from its full range of external stakeholders. • Through positive relationships with supplier partners and fellow jurisdictional leadership groups, PEI Cannabis constantly contributes toward fostering an effective national cannabis industry focused on the public policy priorities that ushered in legalization. KEY OPPORTUNITIES & CHALLENGES: 1. There are continued opportunities for PEI Cannabis to enhance public awareness and educational campaigns related to the risks and laws associated with cannabis use. 2. The continuation of a Responsible Service Score conducted by impartial mystery shoppers will be a key priority for fiscal 2022. 3. Through its Corporate Citizenship Survey PEI Cannabis has various opportunities to ensure it can create value for its full range of stakeholders.

22 www.peicannabiscorp.com • 2021 Annual Report