The National Peanut Board hosted Roberta Silva from Mars for a one-month assignment at the NPB office in Atlanta as part of the company’s Mars Ambassador Program (MAP).
Silva, based in Brazil with Mars Pet Nutrition, was selected from a pool of applicants to lead a critical workstream to rationalize NPB’s strategy with industry brands and manufacturers and formalize a launch plan to ensure successful adoption and roll-out of a USA Peanut Master Brand in year one of NPB’s overall initiative. Silva conducted research and assessed stakeholder feedback, provided recommendations for refinement and developed a 2026 launch plan for brands, manufacturers and retailers, to support the launch of the new master brand.
Silva had her first experience of the US peanut industry by attending the Plains Peanut Festival and a Health Nut Club tour stop at University of Georgia during the assignment.
Silva said, “I had the opportunity to experience [the NPB team’s] passion for all things peanuts and to deepen my understanding of ownership – how to lead a business with a mindset focused on creating shared benefits for all stakeholders, showing initiative and making things happen. It was truly inspiring!”
NPB VP and CMO Dena Malsom said, “NPB is proud to have been chosen for the first time to participate in this incredible program. We are grateful for the support received from a global powerhouse and the opportunity to welcome Roberta into our community for a lifechanging experience to inspire positive change for the future.”
MAP is a skills-based program that allows associates to apply to volunteer their time and expertise to help organizations build capacity and advance their mission. By aligning with business priorities and purpose, MAP ensures that associates are leveraged in ways that not only support these organizations but also align with Mars’ core values while providing career growth and development.