A remarkable shift has occurred in the CBD market in Mexico – the framework of the development and sale of hemp and CBD products is advancing in the country, thanks to the unique authorizations given to Xebra Brands. As many consumers know, the struggle to change regulations has largely been centered in the United States, the largest market for CBD oils, tinctures, and gummies. The unexpected opening of Mexico has caught many investors off guard, and eyes are now turning to America’s neighbor, where Xebra Brands Ltd. (“Xebra”), a Canadian cannabis company, is reaping the rewards of a years-long effort to get the approval on the production and sale of hemp products, including cannabis products that are less than 1% THC. A first mover in Mexico, Xebra has already signed a two-year agreement with the most prestigious agronomical university in Mexico to plant its first seeds in a 2,500 square-meter greenhouse. Xebra also received approval from the Federal Commission for the Protection against Sanitary Risk (COFEPRIS) for its second CBD product to be sold in the country. Xebra’s leadership in advancing Mexico’s health and wellness landscape is proof that behind every exciting opportunity lies vision, patience, and persistence.
Founded in 2018, Xebra is a public company based in Vancouver and is on a mission to lead the cannabis and CBD industry in Mexico with quality, safe, and innovative products that enhance personal well-being and meet the evolving needs and demands of consumers. Xebra quickly connected with its mainly Canadian and American customer base due to its commitment to transparency, third-party testing, and nourishing CBD products. Elements CBD, Xebra’s line of CBD capsules, tinctures, topicals, and intimate oils, has been especially popular and is drawn from the company’s 150+ cannabis cultivars and breeding lines. With trademarks in over forty countries and an exclusive license for a cannabinoid delivery system, Xebra has built a strong reputation in the CBD industry for innovation and the ability to penetrate and rapidly scale in diverse international markets.
The Interim CEO of Xebra, Rodrigo Gallardo, has been pivotal to the successful opening of the CBD market in Mexico. Gallardo has spent six years traveling the country to meet with legislators, farm owners, entrepreneurs, and universities to guide the transformation of the country’s regulatory environment.
“We were intrigued by the multibillion-dollar potential of the legalized cannabis market in Mexico, and we were convinced that with our emphasis on low cultivation and processing costs, we could claim a significant niche,” says Gallardo. “With Mexico’s ideal climate, free trade, and low CAPEX and OPEX, we decided to press forward into the cannabis scene when others were retreating. It was going to take some time, but we believed that because of the overwhelming demand for CBD personal wellness products by the country’s people, legalization was well-worth pursuing.”
After years of hard work, Gallardo saw his persistence pay off: Xebra got approval from the Mexican Supreme Court in late 2021. In March 2023, Xebra made headlines when it was granted the first-ever authorization to a corporation by COFEPRIS to import and acquire cannabis seeds, cultivate and harvest cannabis, process and produce cannabis, and sell cannabis products with less than 1% THC, both domestically and through export. Xebra’s 250 mg Tangerine Flavor CBD Tincture is now fully – and legally – allowed in Mexico. In 2024, Xebra received its second product approval by COFEPRIS, allowing it to import, launch, and sell an additional 250 mg tincture to Mexican consumers.
“At Xebra, we have worked extremely hard to get to where we are today: on the verge of extracting CBD from our own hemp plants and using it to produce oils, creams, and cosmetics for people all over Mexico,” he says. “We are optimistic that as legislation continues to evolve, we will be ready to capitalize on more opportunities and innovate the industry even further.”
The changing legislation surrounding CBD products represents a significant new era for Mexico and North America overall. Xebra continues to be a first mover and leader in Mexico and leads efforts to develop infrastructure for the cultivation of hemp and CBD products. In doing so, it will meet the growing demand of over 130MM Mexican consumers for natural health and wellness products.
“We see tremendous potential for growth in the Mexican cannabis and hemp industry by working together under President-Elect Sheinbaum’s leadership and with the COFEPRIS,” adds Gallardo. “With the right regulatory framework and support for responsible practices, we believe that Mexico can become a global leader in the cannabis and hemp industry.”
