Aurora Continues Deep Commitment to Veterans Through Strains for Heroes Initiative

Rhea-AI Summary

Aurora Cannabis (NASDAQ: ACB) has reaffirmed its commitment to veterans through its Strains for Heroes initiative. The company donates 5% of net profits from Strains for Heroes products to veteran organizations annually, capped at C$200,000.

The program, launched in 2022, has developed five purpose-grown cannabis strains named by veterans: Valour, Courage, Honour, Esprit De Corps, and United Victory. Aurora collaborates with veteran communities to create custom strains based on their specific preferences and needs.

The company partners with various veteran organizations including Highway for Heroes, Post Traumatic Growth Association, and True Patriot Love, providing community outreach and charitable support.

Positive

• Donates 5% of net profits from Strains for Heroes products to veteran organizations (up to C$200,000 annually)
• Successfully developed 5 veteran-informed cannabis strains since 2022
• Maintains partnerships with multiple veteran-focused organizations

Negative

• None.

The veteran-informed product line reinforces the company's patient-first approach

NASDAQ | TSX: ACB

EDMONTON, AB, July 16, 2025 /PRNewswire/ - Aurora Cannabis Inc. (NASDAQ: ACB) (TSX: ACB), the Canadian-based leading global medical cannabis company, is proud to continue its Strains for Heroes initiative through collaboration with veteran communities and organizations across Canada. Five per cent of net profits from the sale of Strains for Heroes products are donated annually to veteran-focused organizations, up to a maximum of C$200,000.

"For the third consecutive year, we are honoured to stand alongside the veteran community, not just in compassion, but in action," says Geoff Hoover, SVP of Commercial Canada at Aurora. "Our commitment is embedded in how we listen, collaborate, and innovate with veterans to develop high-quality medical cannabis products that truly serve their needs. Their resilience inspires our mission, and their voices shape our products. Supporting those who've served our country is a responsibility we carry with pride."

Insights gained from veterans participating in the program help guide the company in crafting custom cannabis strains, focusing on attributes such as aroma, appearance, and effects that matter most to veteran patients. Since its launch in 2022, there have been five purpose-grown strains developed within the Strains for Heroes lineup, and named by veterans, including, Valour, Courage, Honour, Esprit De Corps and United Victory.

Aurora is proud to support a growing number of veteran-focused organizations, by participating in community outreach, making charitable donations and amplifying their voices. Some partners include, Highway for Heroes, Post Traumatic Growth Association, Quilts of Valour Canada, Rainbow Veterans of Canada, True Patriot Love, Veterans Association and 4Wheelers4Vets.

For more information about the Strains for Heroes product offerings and Aurora's veteran program, visit AuroraMedical.com.

About Aurora Cannabis Inc.

Aurora is opening the world to cannabis, serving both the medical and consumer markets across Canada, Europe, Australia and New Zealand. Headquartered in Edmonton, Alberta, Aurora is a pioneer in global cannabis, dedicated to helping people improve their lives. The Company's adult-use brand portfolio includes Drift, San Rafael '71, Daily Special, Tasty's, Being and Greybeard. Medical cannabis brands include MedReleaf, CanniMed, Aurora and Whistler Medical Marijuana Co., as well as international brands, Pedanios, IndiMed and CraftPlant. Aurora also has a controlling interest in Bevo Farms Ltd., North America's leading supplier of propagated agricultural plants. Driven by science and innovation, and with a focus on high-quality cannabis products, Aurora's brands continue to break through as industry leaders in the medical, wellness and adult recreational markets wherever they are launched. Learn more at www.auroramj.com and follow us on X and LinkedIn.

Aurora's common shares trade on the NASDAQ and TSX under the symbol "ACB".

Forward Looking Information  

This news release includes statements containing certain "forward-looking information" within the meaning of applicable securities law ("forward-looking statements"). Forward-looking statements are frequently characterized by words such as "plan", "continue", "expect", "project", "intend", "believe", "anticipate", "estimate", "may", "will", "potential", "proposed" and other similar words, or statements that certain events or conditions "may" or "will" occur. Forward-looking statements made in this news release include, but are not limited to, statements regarding the Company's Strains for Heroes initiative and support for veterans and veteran-focused organizations.

These forward-looking statements are only predictions. Forward looking information or statements contained in this news release have been developed based on assumptions management considers to be reasonable. Material factors or assumptions involved in developing forward-looking statements include, without limitation, publicly available information from governmental sources as well as from market research and industry analysis and on assumptions based on data and knowledge of this industry which the Company believes to be reasonable. Forward-looking statements are subject to a variety of risks, uncertainties and other factors that management believes to be relevant and reasonable in the circumstances could cause actual events, results, level of activity, performance, prospects, opportunities or achievements to differ materially from those projected in the forward-looking statements. These risks include, but are not limited to, the magnitude and duration of potential new or increased tariffs imposed on goods imported from Canada into the United States; the ability to retain key personnel, the ability to continue investing in infrastructure to support growth, the ability to obtain financing on acceptable terms, the continued quality of our products, customer experience and retention, the development of third party government and non-government consumer sales channels, management's estimates of consumer demand in Canada and in jurisdictions where the Company exports, expectations of future results and expenses, the risk of successful integration of acquired business and operations, management's estimation that SG&A will grow only in proportion of revenue growth, the ability to expand and maintain distribution capabilities, the impact of competition, the general impact of financial market conditions, the yield from cannabis growing operations, product demand, changes in prices of required commodities, competition, and the possibility for changes in laws, rules, and regulations in the industry, epidemics, pandemics or other public health crises and other risks, uncertainties and factors set out under the heading "Risk Factors" in the Company's annual information from dated June 17, 2025  (the "AIF") and filed with Canadian securities regulators available on the Company's issuer profile on SEDAR+ at www.sedarplus.com and filed with and available on the SEC's website at www.sec.gov. The Company cautions that the list of risks, uncertainties and other factors described in the AIF is not exhaustive and other factors could also adversely affect its results. Readers are urged to consider the risks, uncertainties and assumptions carefully in evaluating the forward-looking statements and are cautioned not to place undue reliance on such information. The Company is under no obligation, and expressly disclaims any intention or obligation, to update or revise any forward-looking statements, whether as a result of new information, future events or otherwise, except as expressly required by applicable securities law.

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SOURCE Aurora Cannabis Inc.

FAQ

What percentage of profits does Aurora Cannabis (ACB) donate through its Strains for Heroes initiative?

Aurora Cannabis donates 5% of net profits from Strains for Heroes products to veteran organizations annually, with a maximum cap of C$200,000.

How many cannabis strains has Aurora (ACB) developed through the Strains for Heroes program?

Aurora has developed five purpose-grown strains since 2022: Valour, Courage, Honour, Esprit De Corps, and United Victory.

When did Aurora Cannabis launch its Strains for Heroes initiative?

Aurora Cannabis launched the Strains for Heroes initiative in 2022.

Which veteran organizations does Aurora Cannabis (ACB) partner with?

Aurora partners with several organizations including Highway for Heroes, Post Traumatic Growth Association, Quilts of Valour Canada, Rainbow Veterans of Canada, True Patriot Love, Veterans Association, and 4Wheelers4Vets.