Matthew Hollingshead is a digital product development veteran, including over a decade of experience in the legal cannabis industry. Hifyre developed the first digital medical cannabis platform for Mettrum, which was acquired by Canopy Growth, and operated as Spectrum Therapeutics. His experience includes working with start-ups and fortune 500 companies in the consumer-packaged goods, pharmaceutical and entertainment industries throughout North America and Europe. In 2018, Matthew’s digital development Hifyre was acquired by Fire & Flower Holdings Corp., where he continues to lead the development of the industry leading Hifyre One retail platform & Hifyre IQ analytics platform.