PEI Cannabis Management Corporation - 2019 Annual Report

KEY HIGHLIGHTS Branding

• Through the preparatory phase, PEI Cannabis established a brand aligned with the public policy priorities of protecting youth, educating the public, and displacing the illicit market. • The PEI Cannabis approach to cannabis distribution and sales has been built and administered in a way that’s absolutely compliant with current and evolving federal and provincial legal regimes. Social Responsibility • Over fiscal 2019, PEI Cannabis developed various external partnerships focused on responsible use and increasing public awareness (e.g. UPEI, Holland College, public safety, MADD, etc.). • Since April 2018, PEI Cannabis has been part of an inter- departmental Cannabis Harm Prevention Committee that developed and launched a campaign entitled Just the Facts. engagement as it prepared to build its sales channels, and ensured all preferences were embedded in the tendering processes. • Through positive relationships with supplier partners and fellow jurisdictional leadership groups, PEI Cannabis stays current on emerging best practices and new innovations across the industry. 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. PEI Cannabis has a need to gauge the appropriateness by which cannabis is retailed across PEI, which will be measured through a Responsible Service Score conducted by mystery shoppers. 3. To improve its community standing, PEI Cannabis will conduct a Corporate Citizenship Survey as a means to learn ways to build on its reputation as an excellent corporate citizen that fosters mutually-beneficial relationships with stakeholders. Stakeholder Engagement • PEI Cannabis conducted extensive stakeholder

22 www.peicannabiscorp.com • 2019 Annual Report