Everyone wanted a piece of the action when cannabis was regulated but navigating the regulations and long application process on top of the demands of opening a new business meant only the most dedicated survived. Fire and Flower smoked the competition. This year, Fire and Flower celebrates its first Readers’ Choice Award (Cannabis/Vape Store category).
“It has been an incredible journey. It was exciting to join the company before the rules of cannabis legalization were even formalized. It felt like we were trailblazing,” says Nathan Mison, vice president of government and stakeholder relations. “Every day has been different with great highs and lows, and not one minute has been boring.”
“Canadians have been very excited about high THC and CBD,” he continues. “High THC is a focus for more experienced consumers and CBD is a bridge for Canadians that don’t have a lot of experience with cannabis. Being an education-focused cannabis retailer has been a key function of who we are and what we have done differently. The extensive training of our cannistas, our interactive digital displays, and our strain wall are a few elements that distinguishes us.”
It’s a new industry for Canada, but for Fire and Flower, the demand is just part of the equation. The company focuses not only on the products, but also on delivering an outstanding customer experience.
“Customers should know we are going to spend the time to create a curated cannabis experience that is designed for them, with a wide selection of accessories and cannabis products available. We look forward to sharing our passion and education about cannabis with everyone who comes in the door,” says Mison.
When not working in their very busy location, you’ll find the staff of Fire and Flower being active in the community.
“We have a corporate social responsibility program designed to give back to the communities we live in. Our staff are actively involved in St. Albert in a variety of charitable and community organizations.”
Mison is incredibly grateful to Chairman Harvey Shapiro for inviting him to join Fire and Flower, and also to Trevor Fencott, the CEO, for being a mentor and bringing a bigger vision to Mison and the organization. “And,” he concludes, “most importantly, my incredible wife Stacey and my three beautiful children, Xavier, Sylas and Adaya, for their patience and understanding during this crazy time.”