PEICMC Annual Report 2026

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. Social Responsibility The PEICMC is mandated to dedicate 3% of the combined net profits of both the PEILCC and PEICMC to social responsibility initiatives. This initiative generated contributions of $524,366 from the PEILCC and $223,870 from the PEICMC, for a total of $748,236. Through this commitment, the PEICMC supported a variety of community organizations and programs, including Kari ride share initiatives, social responsibility messaging and campaigns, UPEI, Holland College, Credit Union Place, and T3 transit ads. In July 2025, PEICMC in conjunction with PEILCC launched its Go Easy Campaign with the Slogan “Make Informed Choices When Consuming Alcohol and Cannabis” at the Cavendish Beach Music Festival, engaging Islanders and visitors with responsible cannabis consumption messaging. The campaign’s visibility was further enhanced through transit bus wraps and bus shelter advertisements. Since its launch, the message has been incorporated into a variety of promotional and awareness channels, including billboards, branded merchandise, and advertising campaigns, helping to reinforce responsible consumption messaging across the province. The Department of Health and Wellness received $25,000 in funding to support its "Just the Facts" initiative, which delivers public education and awareness campaigns on the health impacts of cannabis use, helping Islanders make informed decisions and encouraging responsible consumption. 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 Shopper Program – a program that monitors compliance of responsible sales and a range of service factors related to the customer experience. Stakeholder Engagement 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 2027.

18 | PEICMC 2025-2026 Annual Report