It all comes down to what you are good at, Tesco et al are great...

It all comes down to what you are good at, Tesco et al are great retailers, Freshtel have the product and technology, and Binatone have the manufacturing capability as well as distribution.
There are several examples of failed companies due to inability to supply (manufacture) or lack of distribution.
In my opinion Freshtel have made some great alliances which will help them get to market quickly and in big volume. If they replicate the Tesco deal with the likes of Walmart, Carrefours etc as suggested by the Alan Kohler article we are looking at an Aussie company with a very significant place in one of the world's fastest growing markets.