They scraped together a meagre capital and opened a shop in Toad Lane, where they sold wholesome food at reasonable prices.They called it the ROCHDALE EQUITABLE PIONEERS SOCIETY. Founded on these principles:
*One member, one vote;
*Equality of the sexes amongst membership;
*Only pure provisions should be sold, in full weight and measure;
*The allocation of a "divi" (dividend) to members, guaranteeing that all profits were divided pro rata depending on the size of purchases made by individual members.
The name Toad Lane has nothing to do with frog-like creatures - it is probably Lancashire dialect for "Th'Owd Lane" (The Old Lane).