Always remember, the overwhelming majority of the info re: the new setup comes from Jones, and is therefore exceedingly suspect.
And as for "his" business failing, as he's a mere 5% stakeholder (as stated in a previous post), he's more of a salaried employee than a director, even though he's listed as such.
However, he does have previous in the "business failing" department: he was a marketing director (in fact, the sole, founding director, and 50% or the total workforce) at Monographics Limited, from December 15th 1997 (the date the company was incorporated) to September 28 1999, when he resigned... coincidentally, the same day the company was finally dissolved.
And... Looks like WAGFree Foods isn't doing all that well. A first dissolution was listed on October 1st this year, however the compulsory strikeoff scheduled for October 26 was cancelled. Now, I know less about this business thing than I do about Plainsong and its development in 14th century Upper Silesia, but ti strikes me that 1) the company was in some trouble and 2) maybe there was a sudden cash injection. Cynical... moi ? Alternatively, maybe they didn't post their returns in time. (BTW, WAGFree Foods is a separate company from WAGFree Brixton, which was only incorporated August 29th this year, albeit with basically the same principals).