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Kosher Dekal aims to stick the landing one year after its Passover product fail
(New York Jewish Week) — Last year, a company that advertised a Passover-friendly counter lining became a household name — but for the wrong reason.
Traditional Jewish law demands that homes be cleaned rigorously for Passover, and that surfaces used for cooking or bearing hot food be made kosher — which can be achieved for some countertops by scalding them with boiling water. Another method of making surfaces fit for Passover is, arguably, easier: covering them completely with material such as plastic or aluminum foil.
So Kosher Dekal, a company based in New Jersey, thought they had a winning product with temporary counter linings they began selling last year, designed to quickly and easily make a surface kosher for Passover with its sleek silver, black, gold and gray faux-marble coverings. But while the peel-and-stick design may have been easy to put on, customers were dismayed that the linings were hardly easy-off.
Last year, Kosher Dekal was promoted by Orthodox Jewish influencers and advertised itself as an “elegant and easy solution” for covering countertops during the holiday. But after Passover ended last year, dozens of customers left comments on the company’s Instagram page complaining about the sticky residue left by the product. The criticism of the company began circulating on the messaging platform WhatsApp.
In the aftermath, the company, citing a “mistake from a production line worker,” owned up to its gaffe and offered $140,000 in refunds to thousands of customers who were charged from $32 to $37 per roll. Then, with the refunds in hand and Passover firmly in the rearview mirror, things fell quiet.
That is, until earlier this month, when Kosher Dekal sent out a press release announcing its return, calling its product “new & improved.”
“After Pesach, the founders were determined to rework the formula and perfect the product,” the press release said. “The Dekal founders searched the globe to find a trustworthy factory.”
In a phone call with the New York Jewish Week, Davidi Crombie, who co-owns the company with his brother, Shraga, said that this year, Kosher Dekal partnered with Continental Manufacturing in Germany to make this year’s product. (Last year’s version was made in China.)
“We searched for a factory that specialized in that kind of product, that has this trustworthy history,” Crombie said. “We had sent people there to visit. They’ll deliver and it won’t be like last time.”
Crombie believes that this year is a course correction for Kosher Dekal, “if not financially, at least morally.”
“The need for the product was always there,” Crombie said. “We just screwed up on our first chance. There is no second chance to make a first impression, but we are working from the ground up to correct the experience for ourselves and for our customers.”
He added that the most important change the company has made is to the glue that sticks to the counter.
“The glue is what it’s all about,” Crombie said. “The glue is our secret formula. I am not an engineer to be able to describe it. We’ve also added new designs and different sizes.”
Crombie added that the company bought three years of advance product from the factory in China which all had to be tossed, though he declined to say how much that cost or how many rolls of material that included.
“Last year, my brother and I were sitting during Pesach, we were literally shivering,” Crombie said. “We were sitting on our computers. We were destroyed. This was the end. We couldn’t see the light at the end of the tunnel.”
Some people, at least, are giving Kosher Dekal a second chance. One such customer is Chanie Apfelbaum, who runs the popular Orthodox Instagram account “Busy In Brooklyn,” which has nearly 100,000 followers.
Apfelbaum told the New York Jewish Week that she tested this year’s product on three different surfaces at her house, leaving it on her countertops for 10 days and placing hot dishes on the coverings. “As an influencer, I was on the hook last year because I promoted it,” Apfelbaum said. “I definitely want to do my due diligence and make sure it’s all good.”
She posted an Instagram story on Monday in which she removed the new lining and said it was “smooth as a baby’s bottom.”
“There is no sticking, nothing,” Apfelbaum said on Instagram. “I’m impressed. There’s nothing on my counter whatsoever.”
And yet, Apfelbaum did not give the product her “official” Busy in Brooklyn stamp of approval because she has “PTSD from last year,” she said.
“Although I did want to give them a chance, and try it, and show you for myself that it does seem to be new and improved, and be completely non-stick,” she said. “I can see a difference. If you had a bad experience and you’re scared, I get it. But it seems to be really great.”
Apfelbaum told the New York Jewish Week that she gives the company credit for “owning up to what they did.”
“They refunded and apologized,” Apfelbaum said. “They could have just shut down, but they went back at it.”
Crombie said that he is expecting at least a 50% return rate, but won’t know for certain until next week — the days leading up to Passover is Kosher Dekal’s busiest time for sales. He added that the company is getting hundreds of returning customers — and that not everyone was displeased the first time around. In an email exchange that Crombie shared with the New York Jewish Week, one customer wrote that “contrary to all the bad publicity you received last year, I was very happy with my kosher Dekal last season, and am looking forward to using the new and improved product this year.”
In another email, a customer wrote that she had difficulties removing Kosher Dekal, but “did not feel right in asking for a refund” and used baking soda and water to remove the residue.
Some customers, however, still felt trepidation over last year’s product. “Some parts of my counter are still sticky today,” one customer wrote in an email to Kosher Dekal.
“It is exactly what I’m looking for but it was a nightmare last year,” another wrote. “The residue was impossible to remove. I still find sticky spots in my counters a year later.”
Crombie understands the hesitation.
“There are a lot of people, we understand, who would never buy it again,” he said. “But the people who do buy it, the people who tested it, are very happy about it. Thank God, the outcome is heartwarming.”
He added that Kosher Dekal has been giving discounts and free orders to many returning customers who have reached out. Dozens of customers, he claimed, sent their refunds back.
“We are excited because we know and are certain that this product is indeed the right formula,” he said. “I have it in my house, on glass, on wood, on the cabinet, I put it everywhere.”
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The post Kosher Dekal aims to stick the landing one year after its Passover product fail appeared first on Jewish Telegraphic Agency.
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Gaza ‘Board of Peace’ to Convene at WH on Feb. 19, One Day After Trump’s Meeting with Netanyahu
US President Donald Trump speaks to the media during the 56th annual World Economic Forum (WEF) meeting in Davos, Switzerland, January 22, 2026. Photo: REUTERS/Denis Balibouse/File Photo
i24 News – A senior official from one of the member states confirms to i24NEWS that an invitation has been received for a gathering of President Trump’s Board of Peace at the White House on February 19, just one day after the president’s planned meeting with Israeli Prime Minister Benjamin Netanyahu.
The meeting comes amid efforts to advance the implementation of the second phase of the Gaza ceasefire, following the limited reopening of the Rafah crossing, the expected announcement on the composition and mandate of the International Stabilization Force, and anticipation of a Trump declaration setting a deadline for Hamas to disarm.
In Israel officials assess that the announcement is expected very soon but has been delayed in part due to ongoing talks with the Americans over Israel’s demands for the demilitarization of the Gaza Strip. Trump reiterated on Thursday his promise that Hamas will indeed be disarmed.
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If US Attacks, Iran Says It Will Strike US Bases in the Region
FILE PHOTO: Iranian Foreign Minister Abbas Araqchi meets with Omani Foreign Minister Sayyid Badr Albusaidi in Muscat, Oman, February 6, 2026. Photo: Omani Ministry of Foreign Affairs/ Handout via REUTERS/File Photo
Iran will strike US bases in the Middle East if it is attacked by US forces that have massed in the region, its foreign minister said on Saturday, insisting that this should not be seen as an attack on the countries hosting them.
Foreign Minister Abbas Araqchi spoke to Qatari Al Jazeera TV a day after Tehran and Washington pledged to continue indirect nuclear talks following what both sides described as positive discussions on Friday in Oman.
While Araqchi said no date had yet been set for the next round of negotiations, US President Donald Trump said they could take place early next week. “We and Washington believe it should be held soon,” Araqchi said.
Trump has threatened to strike Iran after a US naval buildup in the region, demanding that it renounce uranium enrichment, a possible pathway to nuclear bombs, as well as stopping ballistic missile development and support for armed groups around the region. Tehran has long denied any intent to weaponize nuclear fuel production.
While both sides have indicated readiness to revive diplomacy over Tehran’s long-running nuclear dispute with the West, Araqchi balked at widening the talks out.
“Any dialogue requires refraining from threats and pressure. (Tehran) only discusses its nuclear issue … We do not discuss any other issue with the US,” he said.
Last June, the US bombed Iranian nuclear facilities, joining in the final stages of a 12-day Israeli bombing campaign. Tehran has since said it has halted uranium enrichment activity.
Its response at the time included a missile attack on a US base in Qatar, which maintains good relations with both Tehran and Washington.
In the event of a new US attack, Araqchi said the consequences could be similar.
“It would not be possible to attack American soil, but we will target their bases in the region,” he said.
“We will not attack neighboring countries; rather, we will target US bases stationed in them. There is a big difference between the two.”
Iran says it wants recognition of its right to enrich uranium, and that putting its missile program on the negotiating table would leave it vulnerable to Israeli attacks.
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My university wants me to sign a loyalty oath — am I in America or Vichy France?
As a historian of modern France, I have rarely seen a connection between my everyday life in my adopted state of Texas and my work on my adopted specialization: the period we call Vichy France. Apart from the Texan boast that the Lone Star Republic is bigger than the French Republic, and the small town of Paris, Texas, which boasts its own Eiffel Tower, I had no reason to compare the two places where I have spent more than half of my life.
Until now.
Last week, professors and instructors at the University of Houston received an unsettling memo from the administration, which asked us to sign a statement that we teach rather than “indoctrinate” our students.
Though the administration did not define “indoctrinate,” it hardly takes a PhD in English to read between the lines. Indoctrination is precisely what our state government has already forbidden us from doing in our classes. There must not be the slightest sign in our courses and curricula of references to diversity, identity and inclusion. The catch-all word used is “ideology,” a term Governor Greg Abbott recently invoked when he warned that “Texas is targeting professors who are more focused on pushing leftist ideologies rather than preparing students to lead our nation. We must end indoctrination.”
This is not the first time in the past several months that I have been reminded of what occurred in France during the four years that it was ruled by its German occupiers and Vichy collaborators.
Very briefly, with Germany’s rapid and complete defeat of France in 1940, an authoritarian, antisemitic and collaborationist regime assumed power. Among its first acts was to purge French Jews from all the professions, including high school and university faculties, and to impose an “oath of loyalty” to the person of Marshal Philippe Pétain, the elderly but ramrod straight and clear-headed hero of World War I.
The purpose of the oath was simple and straightforward: By demanding the fealty of all state employees to the person of Pétain, it also demanded their hostility to the secular and democratic values of the French republican tradition. Nevertheless, an overwhelming majority of teachers signed the oath —even the novelist and feminist Simone de Beauvoir, who needed her salary as a lycée teacher, as did the writer Jean Guéhenno, a visceral anti-Pétainist who continued to teach at the prestigious Paris lycée Henri IV until he was fired in 1943.
Vichy’s ministers of education understood the vital importance that schools and universities played in shaping citizens. Determined to replace the revolutionary values of liberty, equality and fraternity with the reactionary goals of family, work and homeland, they sought to eliminate “godless schools” and instill a “moral order” based on submission to state and church authorities. This radical experiment, powered by a reactionary ideology, to return France to the golden age of kings, cardinals and social castes came to an inglorious end with the Allied liberation of the country and collapse of Vichy scarcely four years after it had begun.
The French Jewish historian Marc Bloch — who joined the Resistance and sacrificed his life on behalf of a very different ideology we can call humanism — always insisted on the importance of comparative history. But comparison was important not because it identified similarities but because it illuminated differences. Clearly, the situation of professors at UH is very different from that of their French peers in Vichy France. We are not risking our jobs, much less our lives, by resisting this ham-handed effort to demand our loyalty to an anti-indoctrination memo.
But the two situations are not entirely dissimilar, either. Historians of fascism like Robert Paxton remind us that such movements begin slowly, then suddenly assume terrifying proportions. This was certainly the case in interwar France, where highly polarized politics, frequent political violence and a long history of antisemitism and anti-republicanism prepared the ground for Vichy. In France, Paxton writes, this slow, then sudden transformation “changed the practice of citizenship from the enjoyment of constitutional rights and duties to participation in mass ceremonies of affirmation and conformity.”
As an historian of France, I always thought its lurch into authoritarianism was shocking, but not surprising. After all, many of the elements for this change had existed well before 1940. But as a citizen of America, I am not just shocked, but also surprised by official demands for affirmation and conformity. One day I will find the time to think hard about my naiveté. But the time is now to think about how we should respond to these demands.
The post My university wants me to sign a loyalty oath — am I in America or Vichy France? appeared first on The Forward.