Fast-expanding 'alternative-protein food group' has made a trip of senior hires. Jeffrey S. Fried - the former chairman of US fast-food salad chain Sweetgreen and Henrik Fjordbak - the former COO of Joe & The Juice - join the advisory board. Vincent Herbert, the former CEO of Le Pain Quotidien, joins the brand as chief executive of Neat Burger USA. He will oversee all aspects of the group's rapid site expansion strategy in the US including the development of products at Neat Burger's innovation centre in New York.