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Corporate Overview

Phivida Holdings Inc is a publicly traded company on the Canadian Securities Exchange, traded on the ticker symbol “VIDA” and on the US OTC Markets as “PHVAF”.

Phivida  [“fiii-vee-daa”]  is a premium functional food and beverage company that believes that whole plant nutrition and natural ingredients are our best way to maintain overall health and balance in our bodies. We infuse all our products with organic cannabinoids from Hemp into a variety of premium foods, beverages and clinical products for everyday health.

We embrace and celebrate a return to organic, natural plant-based foods and beverages, and a focus on holistic health and wellness. Our mission is to help reduce the world’s dependence on pharmaceuticals and provide food and beverage choices that allow our customers to live a balanced healthy lifestyle.

Our Vision Health and Wellness, in harmony

Simple. To help as many people as we can. We have always believed that health through plant based and natural alternatives is the best way to maintain our health and wellbeing. We’re committed to producing innovative products from the cleanest and healthiest, nutrient rich ingredients to help you live healthier, and fuel your performance and wellness goals.

Our Mission

Phivida’s mission is to lead the alternative health care sector as the benchmark quality standard in premium cannabinoid infused foods, beverages and clinical products, with a dedication to research, education and investing back into the communities which we proudly serve.

Our Values

Collaborate

Nurturing and growing strong relationships and partnerships within our community to further the overall acceptance and understanding of cannabinoid-based health products.

Innovate

Continuously strive for greatness. We are curious minds, and want to solve problems. Creating new and innovative products while advancing research and development is at the core of everything we do.

Evolve

The only constant in life is change. At Phivida, the growth of our customers and being a part of helping you achieve your health and wellness goals is what drives our evolution.

Management

Jim Bailey President & CEO, Director

  • Former President of Red Bull Canada and Global Chief Marketing Officer Merrell Outdoors
  • Former Chief Executive Officer of Beneath Apparel, and senior executive adidas, Blue Goose (organic foods) and Salomon
  • Expertise in driving new market share and revenue growth via multi-channel DTC and distribution management strategies

Mike Cornwell Chief Marketing Officer

  • Bachelor of Commerce Marketing Management University of Otago
  • Specializing in CPG brand management, experiential and aspiration/endorsement marketing
  • Former Chief Marketing Officer Samsung NZ, Microsoft NZ, Former Director of Sales & Marketing at Red Bull Canada

Doug Campbell Chief Commercial Officer

  • Former Director of National Accounts Stoli Group
  • Former Director of Sales Red Bull North America
  • Accomplished Senior Sales and Marketing Management Professional with over 20 years of Key Account Retention and Major Brand Management expertise

Carmello Marelli, CPA, CA, CGA Chief Financial Officer

  • 25 years of experience in executive financial management for publicly traded companies
  • Principal of Marrelli Support Services Inc., a firm that delivers accounting and regulatory compliance services to listed companies on the Toronto Stock Exchange (TSX), TSX Venture Exchange (TSX-V) and the Canadian Securities Exchange (CSE), Chartered Professional Accountant (CPA, CA, CGA) and a member of the Institute of Chartered Secretaries

George Kovalyov, CA Vice President Finance

  • 11 years as an experienced financial controller, public companies audits and financial statements to GAAP and IFRS
  • Chartered Accountant designation through the Institute of Chartered Accountants of British Columbia
  • Bachelor of Business Administration, Diploma in Accounting – Kwantlen University
  • Founder and President of GVK Group Chartered Accountant

Greg McCauley Senior Vice President, Distribution

  • Over 30 years’ experience in the consumer products industry with major brands such as Jägermeister, Muscle Milk and Red Bull
  • Vice President and General Manager of Mast Jägermeister, responsible for sales and distribution in 18 U.S. states and Canada
  • Several years at Red Bull North America where he was responsible for a distributor network comprising of 375 sales territories and 500 employees with sales in excess of US$150 million

Vito Piazza Independent Director

  • Founding partner of Sid Lee Toronto
  • 15 years of professional experience in a mix of strategic account leadership, marketing communications and brand building
  • Bachelor’s degree in marketing and MBA from McGill University.

John Caruso Independent Director

  • Senior Vice President,  Acosta/Natural Specialty Sales
  • Over 20 years within in the grocery business working his way up from a clerk to store manager before entering the corporate side where he held numerous senior positions before being promoted to a Corporate Vice President.
  • Over four decades of experience in the food and beverage industry in all aspects of the business — from store operations to retail operations, procurement, merchandising and marketing within the natural specialty grocery channel.

Peter Simeon Independent Director

  • +10 year practice is focused on corporate nance, mergers and acquisitions, and structured products.
  • Current Partner of Gowling WLG Law, extensive experience in corporate commercial and securities law.
  • BA Queens University, Law Degree at York University, Osgoode Hall Law School.

Phivida Holdings Inc (VIDA:CSE)

Investor Relations Contact

ir@phivida.com

1-844-744-6646. Ext. 2

News Releases

Video Coverage

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Phivida Monthly Update 
July 2019
Dear valued shareholders,

A lot has happened since our last newsletter. As previously communicated, we have begun to sell and deliver product in both Colorado and California with Texas coming online very shortly, and in a period of two weeks, we have shipped over 72 accounts with commitments from another 50. While we would have liked to launch sooner, it is both exciting and rewarding to see the product on shelves. The launch has been a complete team effort from the entire team at Phivida to our distribution partners with everyone rolling up their sleeves to make it happen. I have personally been in both the California and Colorado markets, and early sell-through in certain accounts has been very encouraging especially considering we have just begun our sampling efforts and have yet to launch the Feel-Oki brand campaign. Just to underscore how important sampling is to the success of the business, our newly appointed regional sampling manager was sampling this past weekend, and in one store alone, they sold 30 bottles! What is truly the most rewarding about being in the market is listening to buyers and store managers talk about how great our product taste and the overall efficacy of the product. In talking to buyers and store managers, they absolutely ecstatic as to what CBD, in general, has done to their business in both in terms of incremental revenue and profits.

I would also like to address some concerns I have received over labelling compliance, especially in light of the recent FDA letter served up to Curaleaf. As I have stated many times before, we will always do what is right over what is easy, and in this case, we listened to every word of the advisors at Hoban Law Group. As I have communicated in the past, the FDA has a very strict policy on medical claims, and in the case of Curaleaf, it cost them their listings at CVS. While labelling compliance is still a work in progress in many states, I am very encouraged as to the type of information they are looking for; CBD source, COAs, testing results etc. as this oversight will definitely sort out some of the questionable players in the industry.

Lastly, we had a very positive meeting with the all the senior team at Acosta, including their new CEO as they really want to get their entire organization to rally around the Phivida brand and the category. I can say since that meeting in Jacksonville, the excitement coming from their field managers has been overwhelming in terms of engagement and appointment scheduling.

Bloomgroove.com Launch

Earlier this month, we launched Bloomgroove.com, a subsidiary of the Wikala e-Commerce platform, featuring cannabis accessories from reputable manufacturers, such as Storz & Bickel, Arizer, Grenco Science, and DaVinci. Bloomgroove.com is a custom-built platform that is fast and user-intuitive, created to provide customers with a streamlined online search and shopping experience. We are currently conducting internal stability tests on the site. I am very proud of our tech team for achieving this important milestone.

Combining our expertise in tech and marketing, we are developing an all-encompassing consumer-first marketplace for CBD and cannabis accessories. The launch of Bloomgroove is a significant achievement in this process.

Continued growth on the retail and distribution front

We have continued to work with our Los Angeles and California-based distributor to secure new retail accounts in L.A. As a result, we are consistently growing our distribution network and providing customers with easier access to our products. We have also found significant success in independent grocery, gas, and convenience stores, as well as select on-premise accounts for our products. To help our consumers locate Oki at their local retail locations, we have recently published a list of where to find our products on our website.

Growing the online presence for Oki beverages

Oki beverage sales have continued to grow month over month as we’ve continued to work on search engine optimization (SEO) and will consider paid advertising opportunities as they open up. For example, Facebook recently announced they would begin to allow CBD Topical advertising on their platform, so signs of the major online outlets opening up are encouraging.

A refreshed FeelOki campaign

In a crowded market place, it is critical to stand out and to have strong brand positioning with consumers. For background, consumers are exposed to +5000 messages a day and will remember one if they are lucky. With that in mind, we have developed a new FeelOki campaign with our agency partner, Sid Lee. This campaign was developed to be unique, have a differentiated value proposition compared to other brands, and clearly communicate our brand personality traits of being fun, confident, empowered, and in control. We want to have a product offering that is associated with being a natural, plant-based product that helps individuals relax, revive and restore themselves.

We will be rolling out the new campaign across all social media channels in August. This will be further amplified by collaborating with social media influencers. This campaign was designed to create a sense of what it means to “Feel Oki” by using vibrant imagery, each of which represents a different feeling associated with our product.

Legislative updates

AB 228, introduced by Assemblywoman Cecilia Aguiar-Curry, D-Winters, would prohibit restrictions on the sale of food, beverages, and cosmetics that contain industrial hemp or cannabinoids, extracts, or derivatives from industrial hemp.

The bill’s language reads: “This bill would state that a food, beverage, or cosmetic is not adulterated by the inclusion of industrial hemp or cannabinoids, extracts, or derivatives from industrial hemp, and would prohibit restrictions on the sale of food, beverages, or cosmetics that include industrial hemp or cannabinoids, extracts, or derivatives from industrial hemp-based solely on the inclusion of industrial hemp or cannabinoids, extracts, or derivatives from industrial hemp.”

AB 228 would take effect immediately as an urgency statute if it’s passed. The bill, which is waiting for a hearing in the Senate Appropriations Committee, has passed through two previous committees unopposed.

A coalition of businesses and interested parties representing the hemp and cannabis industries have been meeting with the governor’s administration and regulators about the bill to discuss how the law would be rolled out and how the new regulations would be implemented.

“There is some concern among the Department of Public Health and the Bureau of Cannabis Control about implementing this bill, and so we’re trying to resolve some of those concerns right now,” Jenkins said.

Current status: Awaiting Senate Appropriations Committee hearing August 12.
Odds and insight: This is one that looks likely to become law, and it’s moved easily through the Legislature to date with little opposition.

We will be keeping an eye on this bill, and provide you with updates in response to any significant changes.

Along with the passage of Bill AB-228, the FDA has communicated that they will be ready to share their point of view on the category by late August or early September.

Respectfully,

Jim

 

 

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