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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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‘Marty Supreme’ and everything else Jewish at this year’s Academy Awards
At last year’s Academy Awards, Anora — a frenetic, somewhat ambiguously Jewish look at a Jewish enclave of New York, took home best picture, original screenplay, director and actress for its Jewish lead Mikey Madison. This year, we have a film that feels, in some ways, quite parallel, while cranking the Yiddishkeit to 11: Josh Safdie’s breathless picaresque Marty Supreme, set on the Lower East Side, is up for best picture and its star, Timothée Chalamet is a favorite for best actor.
There’s also Blue Moon, Richard Linklater’s portrait of Jewish lyricist Lorenz Hart’s breakup with composer Richard Rodgers (Ethan Hawke is up for best actor). And One Battle After Another, a campy and absurdist satire about the infiltration of white supremacists in the U.S. government, is poised to have a massive night, with the blockbuster Sinners serving as its main competition.
That all goes to say that it’s another great year for Jewish stories at the Oscars, with some really compelling fodder for discussion about the place that Jews occupy today in arts and media. What stories are we telling and how are they received?
Here, as ever, the Forward culture team is here to break it all down for you, live as it unfolds. Of course, we cover Jewish movies all year. But at the Academy Awards, we get to see how the rest of the world feels about these movies. We will be updating this story with our thoughts throughout the ceremony.
Traditionally, as we begin these Oscars roundtables, we discuss what we’re all wearing and eating. What’ve we got?
Olivia: brown sweater and jeans; no food but aggressively chewing mint gum. I will later be drinking some of the seltzer I got from Brooklyn’s Seltzer Fest today.
Mira: I did a bunch of cooking for the week so I have vegetarian avgolemono soup and Alison Roman’s fennel salad. (I’m obsessed with this salad.) I am proudly wearing hard pants.
PJ: I am reheating some chicken from last night. Wearing a blue sweater with a little toggle and jeans. How many of Stellan Skarsgård’s large adult sons are here? In other l’dor v’dor news, Bill Pullman just mentioned how they filmed the Spaceballs sequel with his son Lewis.
Talya: I believe I’m wearing the exact same sweater I donned for this event last year — where’s my award for consistency? And, as always, sweatpants; I cannot comprehend suffering through this event in jeans.
Discussion of Israeli-Palestinian protests on the red carpet
Mira: Love a toggle. Speaking of outfits, anyone have thoughts on Odessa A’zion’s spangled red carpet set? She is one of the only people who styles herself on the red carpet, which I do respect.
Olivia: A’Zion’s outfit kind of looks like she forgot to tie whatever was supposed to be holding it up. I don’t think it looks bad, just like it’s falling down.
PJ: It wouldn’t look out of place hanging from the window of a VW van with shag carpet and some Tibetan prayer flags.
Mira: Of note, the past several years have seen protesters approaching people on their way into the ceremony, and a lot of pins on the red carpet taking a stance on the Israel-Hamas war, largely pro-Palestinian ones. We’re seeing less of that this year — though not none. Javier Bardem posted a photo of him wearing a pin reading “no to the war” in Spanish, along with another pin featuring Handala, a cartoon boy considered a symbol of Palestinians. The team of The Voice of Hind Rajab, nominated for best foreign film, are also wearing red pins with a white dove.
PJ: Those have replaced the red hand ArtistsforCeasefire pins, which some said recalled the bloody palms of Palestinians who killed IDF soldiers in 2000.
Olivia: A reporter for ABC in a pre-recorded segment asked executive producers and showrunners for the ceremony Raj Kapoor and Katy Mullan if anything would get bleeped, such as mentions of Trump, Israel and Palestine. Recently, the BBC removed director Akinola Davies Jr’s call for a “Free Palestine” from their BAFTA stream. Kapoor asserted that the night’s production team supports free speech, but we’ll see what transpires over the course of the night.
The post ‘Marty Supreme’ and everything else Jewish at this year’s Academy Awards appeared first on The Forward.
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US Sends Additional Arms to Israel to Sustain Iran Operations
The first of two Terminal High Altitude Area Defense (THAAD) interceptors is launched during a successful intercept test. Photo: US Army.
i24 News – The United States has recently increased shipments of munitions to Israel to support ongoing Israeli air operations against Iran.
According to reports broadcast by the public radio network Kan Reshet Bet, several weapons deliveries have arrived in Israel in recent days as part of what officials describe as an ongoing airlift aimed at sustaining the pace of military strikes.
Since the start of the campaign, Israeli forces are believed to have dropped more than 11,000 bombs on targets across Iran.
The shipments come as reports emerge about a potential shortage of ballistic missile interceptors in Israel. US officials told the news outlet Semafor that Israel’s interceptor stockpiles have been heavily used during the conflict.
According to those sources, Washington had already been aware for months that supplies could become strained, though it remains unclear whether the United States would be willing to share its own interceptor reserves. Israeli officials have since rejected claims that such a shortage exists.
Unlike the Iron Dome, which is designed to intercept short-range rockets and projectiles, ballistic missile interceptors serve as Israel’s primary defense against long-range missile threats. Fighter jets can also be used to attempt interceptions, though this method is considered a supplementary measure to missile defense systems.
Meanwhile, the Israeli government has taken additional budgetary steps to support the war effort. During an overnight vote between Saturday and Sunday, ministers approved a roughly 1 billion shekel reduction across various ministry budgets to help finance classified military purchases linked to Operation “Roar of the Lion.”
The government had already approved a 3 percent cut in ministry budgets, a move expected to increase the defense budget by approximately 30 billion shekels as the conflict continues.
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Pope Leo Decries ‘Atrocious Violence’ in Iran War, Urges Ceasefire
Pope Leo XIV leads the Angelus prayer from a window of the Apostolic Palace, at the Vatican, March 15, 2026. Photo: REUTERS/Matteo Minnella
Pope Leo made an impassioned plea on Sunday for an immediate ceasefire in the expanding Iran war, lamenting “atrocious violence” that he said had killed thousands of non-combatants and caused suffering across the region.
As the US-Israeli war on Iran enters its third week, the first US pope warned that violence would not bring the justice, stability and peace that the peoples of the region long for.
“For two weeks, the peoples of the Middle East have been suffering the atrocious violence of war,” the pope said at his weekly Angelus prayer in St. Peter’s Square.
“In the name of Christians in the Middle East and of all women and men of good will, I appeal to those responsible for this conflict: Cease fire!” Pope Leo said.
IDEA THAT WAR SOLVES PROBLEMS IS ‘ABSURD’
Leo added that the situation in Lebanon – ravaged by a war between Israel and the Iran-backed Lebanese group Hezbollah – was also a cause of “great concern.”
“I hope for paths of dialogue that can support the country’s authorities in implementing lasting solutions to the serious crisis currently underway, for the common good of all the Lebanese people,” the pope said.
During a visit to a Rome parish later, the pope said war could never resolve problems and hit out at people who invoke God to justify killings.
“Today many of our brothers and sisters in the world are suffering because of violent conflicts, caused by the absurd claim that problems and disagreements can be resolved through war, when instead we must engage in unceasing dialogue for peace,” he said during his homily.
“Some even go so far as to invoke the name of God to justify these choices of death, but God cannot be enlisted by darkness. Rather, He always comes to bring light, hope and peace to humanity.”