PEI Cannabis Annual Report 2025

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. • A key focus of PEI Cannabis’s branding strategy continues to be the enhancement of consumer education regarding the consumption of cannabis. In 2024, the PEICMC was directed to create a plan to dedicate 3% of the combined net profits of both the PEILCC and PEICMC to social responsibility initiatives, starting in the 2024–2025 fiscal year. This initiative generated contributions of $600,092 from the PEILCC and $213,666 from the PEICMC, for a total of $813,758. As part of this commitment, the PEICMC supported a variety of community organizations and programs, including Kari ride sharing initiatives, social responsibility radio campaigns, UPEI, Holland College, Credit Union Place, and T3 transit ads. • PEI Cannabis continued to participate on a national committee promoting responsible cannabis consumption, called the Canadian Cannabis Jurisdictional Leadership – Social Responsibility Subcommittee. • PEI Cannabis continues to build upon its Mystery Shop Program – a program that monitors compliance of responsible sales and a range of service factors related to the customer experience. Stakeholder Engagement • A sixth Corporate Citizenship Survey was initiated 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. Charity of the Month Campaign The PEI Cannabis Management Corporation (PEICMC) presented donations to several charitable organizations as part of its new Round Up Campaign where the PEICMC would donate to a different charity each month. At the cash, customers are given the option to round up to the nearest dollar on their purchases to generate funds in support of a variety of charities. This initiative was very successful in its first year generating over $37,000 in total donations. PEICMC is committed to the communities it serves, and this campaign gives back to organizations that provide important support and assistance to Islanders. Social Responsibility •

PLEASE CONSUME RESPONSIBLY

Full List of Charities:

• Canadian Mental Health Association of PEI • Santa’s Angels • Island Food Banks • Special Olympics of PEI • PEI Cancer Treatment Centre (via QEH Foundation) • PEI Humane Society

• Diabetes Canada • ALS Society of PEI • Make a Wish Foundation Canada • Island Shelters • QEH/PCH/IWK Foundations • Alzheimer’s Society of PEI

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 mystery shoppers will be a key priority for fiscal 2026. 3. Through its Corporate Citizenship Survey, PEI Cannabis has various opportunities to ensure it can create value for its full range of stakeholders.

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PEICMC 2024-2025 Annual Report