More than 500 Norwegian customers who paid for firewood in 2025 have yet to receive their deliveries, as the company responsible asks them to vote on its potential bankruptcy.
Alen Jacob, the owner and founder of Hoggestabben.no, sent what he called his most difficult update to customers. He described a battle to stabilize operations, secure financing, and catch up on a backlog of orders. "Now we must face reality: We have not succeeded," Jacob wrote in a lengthy email obtained by news media.
The email presents customers with a stark choice through an attached poll. It asks them to decide if the company should attempt to resurrect itself or declare formal bankruptcy.
A Plea to Customers
The poll outlines two alternatives for customers to vote on. Alternative A involves the company trying to rise again through what Jacob describes as a new operation, new structure, and demanding processes to fulfill orders. Alternative B is for the company to declare bankruptcy and cease all work.
"What we need from you now: a clear signal," Jacob wrote in the email. "We wish to ask you – our customers – if you want Hoggestabben.no to try to get back on its feet."
This unprecedented move has left many customers frustrated and confused. Numerous individuals have contacted news outlets reporting they have not received the firewood bags they were promised and paid for, some dating back to orders placed in October.
Broken Promises and Mounting Anger
Customer reactions to the email and the ongoing delivery issues have been overwhelmingly negative. One customer, Paul, expressed his frustration, calling the situation a "mess." He referenced repeated broken delivery promises and criticized the AI-generated messages about the bankruptcy vote, concluding with, "Makan!" – a Norwegian exclamation of disbelief.
Another customer, Roar, described the poll as a "weird thing," highlighting the oddity of a company consulting its customer base on such a fundamental business decision.
When questioned about the over 500 customers who reported non-delivery, Jacob acknowledged the difficult situation. He cited long-standing challenges in the supply chain and weakened credit as the root causes. "This has resulted in many dissatisfied customers. This pains me and we are working 'around the clock' to clean up and get there," Jacob said in a statement.
A Pattern of Failed Commitments
Despite now asking customers to vote on a potential bankruptcy, Jacob has repeatedly promised that all outstanding deliveries will be fulfilled. In his communications, he has vowed to make good on every order. "I wish for absolutely all deliveries to reach their rightful place, and time will show that I stand by this," he said.
This assurance, however, rings hollow for customers who have heard similar promises before. The company's failure to meet delivery deadlines throughout the autumn has eroded trust. Glenn, another customer, summarized the situation by stating simply, "Hoggestabben goes into bankruptcy with large claims against Norwegian customers."
The core issue remains the significant number of prepaid orders that have not been fulfilled. Customers paid for a product—firewood for the heating season—that they never received, turning a routine purchase into a financial loss and an inconvenience during cold months.
The Unresolved Crisis
News organizations have attempted to contact Alen Jacob for further comment on the latest email asking for the customer vote. As of now, he has not responded to these specific inquiries. The company's direct appeal to its customer base places the responsibility for a major financial and legal decision in the hands of the very people who have been wronged by its service failure.
The poll creates an unusual ethical and practical dilemma. Customers who are owed money and products are now being asked to decide the fate of the entity that owes them. There is no clear indication of how a vote to continue operations would guarantee future deliveries, nor how a vote for bankruptcy would improve customers' chances of recouping their losses.
In a typical bankruptcy proceeding, customers who have paid for undelivered goods are considered unsecured creditors. They often stand last in line to receive compensation, behind secured lenders, employees owed wages, and tax authorities. The outcome of this informal poll holds no legal weight but serves as a stark indicator of lost consumer confidence.
What Happens Next?
The situation leaves hundreds of customers in limbo. They are out of pocket, without the firewood they purchased, and now participating in a surreal vote on the company's future. The practical steps following the poll results are unclear. Will Jacob abide by the majority vote of a potentially small subset of customers who choose to respond? How would a decision to "try again" be financed given the admitted credit problems?
The story of Hoggestabben.no has evolved from a simple case of delayed deliveries to a unprecedented public referendum on a company's survival. It underscores the risks of prepaying for goods from businesses facing operational turmoil. For the customers involved, the coming weeks will reveal whether their votes lead to a path of recovery and eventual delivery or a formal bankruptcy process where they join a long list of creditors.
The final outcome hinges on a blend of customer sentiment, Jacob's next actions, and the harsh realities of a failed business model. One customer's succinct summary of the email—"Uffa meg"—captures the widespread exhaustion and disappointment felt by many who just wanted to keep warm this winter.