2021 PEICMC Annual Report

KEY HIGHLIGHTS Sales Channel Design • PEI Cannabis built on its award-winning storefront designs through the development and launch of a completely revamped customer education strategy. • With the COVID-related store closures, PEl Cannabis mobilized quickly to modify the layout of its Charlottetown e-commerce fulfillment site to ensure increased shipping demands were effectively met. Customer Experience • During a period of national supply constraints, PEI Cannabis accomplished 148% of its year three SKU target and had no retail disruption related to a lack of product. • PEI Cannabis exceeded its customer count forecast for a third consecutive year, which is thought to be a positive measurement of the corporation’s ongoing ability to compete and displace the illicit market. KEY OPPORTUNITIES & CHALLENGES: 1. PEI Cannabis has observed substantial growth in the volume of total dried cannabis equivalency of products sold, which it feels represents ongoing opportunities for growth in the domestic market share. 2. New product classes present an opportunity for PEI Cannabis to meet evolving customer preferences and continue displacing the illicit market.

PEI Cannabis Î.-P.-É. • 2021 Annual Report 19