May 3, 2022

Introducing Our New Corporate Name Phoena

CannTrust Introduces Phoena, the Company’s New Corporate Name

May 3, 2022

VAUGHAN, ON, May 3, 2022 /CNW/ – CannTrust Equity Inc. (the “Company” or “Phoena”) (unlisted), today marks the start of a new era for the Company by announcing its new corporate name, Phoena Holdings Inc. (pronounced Fee-nah).

“This is a truly exciting and transformative time for our Company,” said Greg Guyatt, Chief Executive Officer, “Phoena reflects who we are today – stronger, more experienced and more focused – and forms the foundation for our future success as we enter the next era of our evolution. While our name is new, the core values we have developed over the last two years are the same, as are the great products and experiences our consumers and patients have come to expect.”

The name Phoena is derived from the word “phenotype” which describes the traits taken from a plant’s genetic code that we use to merge nature, purpose, and science to produce the best cannabis products on the market. We are dedicated to ensuring that every product, every initiative and every activity lives up to the name.

Phoena is committed to delivering experiences that enhance life and help patients and consumers be their best, with a continued emphasis on quality, consistency and support. Phoena will continue to build on the success of the Liiv, SYNR.G, Xscape and estora brands in both the recreational and medical channels, with no changes expected to current operations.

Phoena Holdings Inc. is 90% owned by a group of investors led by Marshall Fields International B.V., a subsidiary of Kenzoll B.V. with the remaining 10% owned by CannTrust Holdings Inc. (“CannTrust”).  Phoena is continuing to review alternatives for becoming a reporting issuer and obtaining a stock exchange listing for Phoena’s common shares, and will provide further updates on this initiative as they become available.

 

About Phoena

Phoena is an award-winning, federally regulated licensed cannabis producer, with locations in Vaughan and Fenwick, Ontario. We operate a portfolio of well-known brands, including estora, Liiv, SYNR.G and Xscape.

We are committed to providing exceptional consumer experience, quality products and consistency. Our greenhouse produces Grade A cannabis flower, which is sold in a variety of dried flower and extract formats.

Phoena creates cannabis products that meet the diverse needs of patients and consumers, promoting positivity, supporting creativity, and inspiring confidence.

Phoena, empowering you every day.

Learn more at Phoena.com

 

Forward-Looking Statements

This press release contains “forward-looking information” within the meaning of Canadian securities laws and “forward-looking statements” within the meaning of the United States Private Securities Litigation Reform Act of 1995 and other applicable United States safe harbor laws, and such statements are based upon Phoena’s current internal expectations, estimates, projections, assumptions and beliefs and views of future events.

Forward-looking information and forward-looking statements can be identified by the use of forward-looking terminology such as “believes”, “expect”, “likely”, “may”, “will”, “should”, “intend”, “anticipate”, “potential”, “proposed”, “estimate” and other similar words, including negative and grammatical variations thereof, or statements that certain events or conditions “may”, “would” or “will” happen, or by discussions of strategy.

The forward-looking information and statements in this news release include statements relating to Phoena’s and CannTrust’s efforts to resolve certain securities regulatory and stock exchange issues, some of which have not been finalized and remain subject to completing further analyses, obtaining shareholder and creditor approval and satisfying the requirements of securities regulators and a stock exchange. Forward-looking information and statements necessarily involve known and unknown risks, including, without limitation: the risk that, if the Company requires additional capital, such capital might be unavailable or the shareholders’ investment could be diluted; the risk that the Company or its affiliates could default under its credit facilities which are secured against substantially all of the Company’s assets; the risk that the Company and CannTrust will not be able to cure the disclosure defaults under securities laws and obtain an order from the OSC to revoke the CTO, on commercially reasonable terms, or at all; the impact of any regulatory and other investigations or proceedings; the risks associated with general economic conditions and/or adverse industry events; the risk of loss of markets; the risk of future legislative and regulatory developments in Canada, the United States and elsewhere; the state of the cannabis industry in Canada generally; the ability of the Company to attract and retain suitable directors, officers and employees; the risks that, even if the CTO can be revoked, the Company or CannTrust will be unable to obtain a stock exchange listing for the its common shares; the risk that the Company or CannTrust will be able to satisfy the requirements of such exchange; and the ability of the Company to successfully implement its business strategies.

Any forward-looking information and statements speak only as of the date on which they are made, and, except as required by law, the Company does not undertake any obligation to update or revise any forward-looking information or statements, whether as a result of new information, future events or otherwise. New factors emerge from time to time, and it is not possible for the Company to predict all such factors. When considering these forward-looking information and statements, readers should keep in mind the risk factors and other cautionary statements in CannTrust Holdings Inc.’s Annual Information Form dated March 28, 2019 (the “AIF“) and filed with the applicable Canadian securities regulatory authorities on SEDAR at www.sedar.com and filed as an exhibit to the Company’s Form 40-F annual report under the United States Securities Exchange Act of 1934, as amended, with the United States Securities and Exchange Commission on EDGAR at www.sec.gov (the “March 2019 Form 40-F”). The risk factors and other factors noted in the AIF could cause actual events or results to differ materially from those described in any forward-looking information or statements. Readers are also reminded that CannTrust Holdings Inc. remains in default of its periodic disclosure requirements under applicable securities laws and stock exchange requirements, that its most recent AIF, Form 40-F and other disclosures do not reflect all risk factors that currently facing it, and that it has not completed or filed the restatements of the financial statements included in the AIF or the March 2019 Form 40-F or otherwise filed an amendment to such Form 40-F, and that it was permitted by the Initial Order of the Superior Court of Justice to not correct its prior filings or make any further filings in respect of periodic disclosure requirements under applicable securities laws and stock exchange requirements and, by a subsequent order, to extend the time for CannTrust to call an annual general meeting of shareholders to a date no later than 120 days after the expiry or termination of the CCAA stay period. None of CannTrust’s securities is listed for trading on any stock exchange in any jurisdiction and, in Canada, trading in its securities is subject to a cease-trade order issued on April 13, 2020 by the Ontario Securities Commission for CannTrust’s failure to comply with its disclosure obligations under applicable securities laws.

 

SOURCE Phoena Holdings Inc.

For further information: Media Relations: media@phoena.com;

Investor Relations: investor@phoena.com

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DAN HOGAN

Dan Hogan is a seasoned executive with over 40 years of experience in consumer products companies. Hogan has strong operations, finance and executive leadership skills, as well as extensive experience in restructuring, remediation, continuous improvement, and strategic development.

Hogan is the former Head of Strategic Priorities at Phoena. His career spans multiple senior roles, including CEO of eBags Inc., COO and CFO of the Coleman Company, as well as senior international roles at Georgia-Pacific and World Kitchen.

GREG GUYATT

Greg Guyatt has more than 20 years of experience leading high-performing teams across the cannabis, CPG, retail, pharmaceutical and private equity sectors.

Guyatt is the current CEO of Phoena, following roles as our CFO, CFO of GreenSpace Brands Inc. and increasingly senior roles at Sears Canada.

Guyatt has extensive knowledge across governance, strategic planning, risk management, financial reporting and treasury, as well as a wealth of M&A and capital markets expertise, having begun his career at Deloitte, before spending several years as an investment banker with UBS in the United Kingdom.

DAVID BLAIR, CPA, CA

Chief Financial Officer

David Blair is the Chief Financial Officer of Phoena. Mr. Blair joined the business in October 2019 as the VP of Finance and leads all areas of the company’s financial planning, risk management, record-keeping, and reporting.

An accomplished executive, Mr. Blair has extensive public company controllership, operational and financial strategy experience. Prior to Phoena, Mr. Blair spent 18 years at Wajax, a Canadian distributor of equipment, power systems and industrial machinery, as a corporate controller, following 7 years as a financial analyst with companies including JD Edwards, Apple Inc. and Marion Merrell Dow.

Mr. Blair has a Bachelors in Mathematics from the University of Waterloo and also holds a CPA, CA designation.

SHAWNA PAGE

Director

Ms. Page brings years of experience in both the capital markets, as well as the consumer retail markets.

Ms. Page spent 10 years working at Merrill Lynch Canada, followed by 10 years at TD Securities where she was Managing Director and Chief of Staff.

In 2007, Shawna launched a unique mass-channel brand of gender-specific and condition-specific products into the highly regulated nutraceutical industry across Canada, and later in various international markets, which she successfully exited in November 2016.

MARK DAWBER, FCPA, FCA

Director

Mr. Dawber is a FCPA with significant public accounting experience having been an Audit Partner at Moore Stephens Hyde Houghton from 1971 until 1998 and BDO Canada LLP from 1999 to 2000.

He has extensive public company experience having served on public company boards for many years as an independent director, chair of audit committees and as a member of governance and compensation committees.

He has conducted numerous assignments for the Institute of Chartered Accountants of Ontario’s Professional Conduct Committee.

MITCHELL SANDERS

Director

Senior Partner at Goldman, Spring, Kichler & Sanders LLP, an established boutique commercial law firm in Toronto.

Specializes in corporate finance, mergers and acquisitions, and securities law to mid-market clients in Canada and the US.

Serves on the board of numerous companies and not-for-profit entities.

Former member of the Small Business Advisory Committee to the Ontario Securities Commission and TEC, an international organization of CEO’s.

ROBERT MARCOVITCH

Chairman of the Board

Mr. Marcovitch is a seasoned chief executive with substantial business experience, managing companies with in excess of $1 billion dollars in revenue.

Until recently, he was the President and CEO of K2 Sports, an international developer, manufacturer, marketer and distributor of winter sports equipment (and was previously with K2 from 1999 to 2011). His responsibilities included managing factories in Europe, the USA and Asia.

He was previously the Chief Executive Officer at The Coleman Outdoor Company from 2011 until 2015, and prior to that, was Chief Executive Officer and President of Ride, Inc. from 1994 to 1999, which prior to its acquisition by K2 was a large publicly traded company.

ANNA JAKOBSMEIER

Senior Director, Production

Anna Jakobsmeier is the Senior Director of Production, leading Phoena’s Vaughan Manufacturing Facility.

She began her tenure with Phoena in 2016, overseeing the extraction department and was responsible for launching our award-winning cannabis oils and capsules. In her time with the business, Anna has taken on increasingly more senior roles within the business and currently manages all production and manufacturing projects in our Vaughan facility. Anna has simultaneously led a number of special projects for the business, notably leading the redesign and renovation of Phoena’s GPP facility, while successfully maintaining operations.

Ms. Jakobsmeier brings significant international experience to the Phoena team having worked in numerous Countries in the beverage alcohol and agriculture industries, across operations and logistics roles.

When she isn’t travelling or exploring music and arts festivals, Anna enjoys spending time at home with her puppy Ralphie.

DAVID HAMBY

Chief Operating Officer

As an experienced farmer, David Hamby oversees the growing operation at Phoena’s greenhouse facility in Pelham, ON. Prior to joining the business, David was the President of Operations at the Cambridge Towel Companies where he was responsible for the oversight of manufacturing operations in Ontario, North Carolina and South Carolina.

He is also an inventor and holds the US and Canadian patent for an institutional towel format.

David obtained the rank of Sergeant First Class in the US Armed Forces and a Vietnam veteran, having spent five years in active duty and eight years in the Reserve.

CHARL VAN RENSBURG

VP, Sales and Business Development

Charl van Rensburg is the Vice President of Sales and Business Development. In his role, he will be responsible for managing all recreational, medical, and international sales, as well as driving existing and new product growth. He is a passionate and collaborative senior sales leader with 20+ years of international sales and business development experience in various sectors and regulated industries – including Consumer Packaged Goods and Beverage Alcohol.

Prior to joining Phoena, Charl gained vast experience working his way up in multinational organizations (including British American Tobacco, MolsonCoors Canada and Brown – Foreman) where he contributed strategically, operational and tactically to help drive and achieve corporate objectives. Brands he has managed include Jack Daniel’s, Heineken, Miller, Corona, Coors Light, Molson Canadian as well as du Maurier, Dunhill, Marlboro, Lucky Strike and Vogue.

Charl’s educational background lies in Business Administration and Marketing Management.

ROB SCHENKEL, MBA

SVP & Chief Information Officer

Rob Schenkel is the Chief Information Officer at CannTrust where he is responsible for CannTrust’s technology strategy, vision, and roadmap for applications, infrastructure, architecture, service delivery, and information security. He started with CannTrust in October 2018 as VP, Information Technology.

Prior to CannTrust, Rob served as the Chief Technology Officer of Tulkita Technologies Inc., a boutique management consulting where he led organizations towards IT optimization by applying innovative solutions to a global workforce.

Rob’s 20-year career of providing senior leadership to startups has been instrumental for CannTrust as it continues its rapid growth. He began his career as a founder of Acpana Systems Inc., where he helped create Data Box, an early entrant in the cloud computing and remote digital data storage sector. There, he was part of the team that expanded the business and eventually took the company public.

Rob received an Honours degree in Computing and Computer Electronics from Wilfred Laurier University and later earned his Executive MBA from the Ivey Business School at Western University.

JEFFERY ZIETLOW, MBA

SVP & Chief Commercial Officer

Jeffrey Zietlow is the Chief Commercial Officer at Phoena where he leads the company’s marketing, sales, and innovation strategy. He began his tenure with Phoena as the Vice President of Marketing during which the company was recognized at the 2018 Licensed Producer of the Year.

Jeffery’s has vast experience as a senior marketing executive with broad operational expertise in corporate strategy, business development, supply chain and operations. Prior to joining Phoena, Jeffery provided executive leadership at Mill Street Brewery as the Vice President of Marketing. Prior to that, Jeffery was the Director of Marketing at Mother Parkers Tea and Coffee where he developed the vision, led the creation and launch of the new single serve beverage business, RealCup™, compatible with Keurig brewing systems, which grew exponentially over the first 24 months. It was during this time he developed a talent for building cross-functional teams and lead new product innovations.

His career began at Kraft Foods Canada where he excelled through a variety of positions in manufacturing, supply chain, strategy and growth before taking the reigns as director of marketing where he led strategy and business leadership of Premium and Super Premium Coffee Categories, including Nabob, Starbucks and Tassimo.

Jeffery earned his undergraduate degree in engineering from McGill University and later went on to earn his MBA from the Rotman school of Management at the University of Toronto.

DR. ILANA PLATT, PhD

SVP & Chief Regulatory Officer - RP & A/QAP

Dr. Ilana Platt is the Chief Regulatory Officer at Phoena.

She began her tenure with Phoena in 2013, overseeing all aspects of Regulatory Affairs, Quality Assurance, Analytical Sciences, and R&D.  Dr. Platt was instrumental in obtaining numerous key licenses for the company including the original licenses to grow, manufacture, and sell dried cannabis; to manufacture and sell cannabis oil; and the rarely issued Controlled Drugs and Substances licence, which permitted the company to conduct research on cannabis at a time when research activities were not permitted under the governing cannabis regulations.

Dr. Platt’s illustrious career includes more than 12 years as a regulatory science, regulatory affairs and quality assurance professional.  Her 18 years of research experience is vast, and covers clinical, animal, cell research and R&D.

Dr. Platt earned her BSc. At McMaster University in biochemistry and her PhD at the University of Toronto in medical sciences.  Following her PhD studies, Dr. Platt completed a Fellowship at Harvard Schools of Medicine and Dental Medicine.  Dr. Platt is the recipient of 13 national and international awards, including a post-graduate scholarship from the Natural Sciences and Engineering Research Council of Canada.

GREG GUYATT, CPA, CA

Chief Executive Officer

Greg Guyatt is the Chief Executive Officer of Phoena. He joined the business in February 2019 as Chief Financial Officer. Previously, he served as the CFO of GreenSpace Brands. Inc., a Canadian-based premium natural food product company, and brings more than 20 years of experience leading high-performing finance teams from the CPG, pharmaceutical and private equity sectors.

From 2009 through 2016, he held increasingly senior finance roles at Sears Canada, and prior to that spent seven years in the pharmaceutical industry. In these roles, he had responsibility for a broad portfolio of financial operations including governance, audit and risk management, financial reporting, treasury and strategic planning, and has a wealth of M&A and capital markets expertise.

He began his career at Deloitte, followed by several years as an investment banker with UBS in the United Kingdom. Mr. Guyatt holds a B.Comm from Mount Allison University, and a CPA, CA designation.