Xebra Brands has appointed Erick Ponce to Board of Directors. Erick is a businessman, investor, and entrepreneur and the Founder and Executive Director of ICAN, one of Mexico's leading medical cannabis and cannabinoid science companies in market in Latin America; ICAN is one of the few companies that have the accreditations and licenses to operate in the Mexican medical cannabis market and that have achieved the legal and ethical import, assembly, sale and dispensing of cannabinoid-based medicines in the country, including the use of molecules such as CBD, CBG, THC, among others. Erick also was elected, since 2019, president of the "Grupo Promotor de la Industria del Cannabis" (GPIC), the leading Mexican cannabis business group that is focused on lobbying and market intelligence with the participation of national and international players.

In 2021, he was appointed Vice President of the "Latin American Network of Cannabis Associations" (REDCANN), a network of national associations throughout LATAM that seeks to unite the cannabis market under the vision of sharing good practices, quality standards and regulatory improvement to boost the regional cannabis industry.