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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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Toronto man arrested after allegedly shooting at Orthodox Jews outside a synagogue
(JTA) — Police in Toronto have arrested a man they say shot at “visibly identifiable members of the Jewish community” on two occasions a week apart.
Ruslan Novruzov, 18, is charged with assault with a weapon and possession of a weapon for a dangerous purpose in conjunction with the shootings, which took place on April 30 and Thursday, one week later.
In both incidents, people experienced minor injuries, according to the Toronto police. The shooting on Thursday targeted three people standing outside of Congregation Chasidei Bobov, an Orthodox synagogue.
Following the shootings, the Toronto police tracked a blue Lexus to a residence in a suburb about 15 miles north of the shootings, where they said they searched both a home and a car and seized evidence including two “gel-blaster imitation firearms.”
The shootings and arrest add to a string of recent incidents targeting Jews and Jewish institutions in the Toronto area. A different 18-year-old man was charged last week in connection with two synagogue shootings that took place on March 6, but other incidents remain unsolved. No major injuries or damage has been reported, but the incidents have swelled anxiety within the city’s Jewish communities.
“We recognize that Jewish residents have been living with a heightened sense of fear due to repeated incidents targeting their community, and this only adds to that, which is unacceptable,” Acting Deputy Chief Joe Matthews said in a statement following Novruzov’s arrest. “While the weapons used were imitation firearms, the impacts are very real. These are criminal acts that we allege were meant to intimidate and cause fear.”
The Centre for Israel and Jewish Affairs, Canada’s main Jewish advocacy group, expressed gratitude to the police for acting quickly.
“These incidents must continue to be treated with the seriousness they deserve, and those responsible must be held fully accountable,” it said on X. ”It’s long past time for governments and authorities to confront the serious threats driving violent attacks before we face a tragic loss of life.”
This article originally appeared on JTA.org.
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Netanyahu on ‘60 Minutes’: Fight with Hezbollah should be seen as separate from Iran war
(JTA) — In an appearance on U.S. television on Sunday night, Israeli Prime Minister Benjamin Netanyahu argued that Israel should continue fighting against Hezbollah in Lebanon even if the war in Iran concludes.
Netanyahu spoke with Major Garrett on CBS’ “60 Minutes” as President Donald Trump continues to negotiate to end the Iran war that he and Netanyahu jointly began in February. When Trump declared a ceasefire with Iran on April 7, Netanyahu initially insisted that the deal did not require Israel to stop fighting Hezbollah, an Iranian proxy based in Lebanon. The Iranians insisted that it did, and Trump soon weighed in on social media to say that Israel was “prohibited” from attacking inside Lebanon.
In the weeks since, Israel and Hezbollah have continued to fight, but at a decreased intensity. Now, with Trump seemingly not eager to resume fighting with Iran even as the Iranians have not acceded to his demands at the negotiating table, Netanyahu said the conflicts should be decoupled.
“Is it possible, Mr. Prime Minister, that the war with Iran could end but the war with Hezbollah could continue? That these would be separate and divergent fields,” Garrett asked.
“They should be,” Netanyahu answered. “What Iran would like to do is to say, ‘No, you know, if we achieve a ceasefire here, we want a ceasefire there.’”
“Will you accept that?” Garrett asked. After Netanyahu said he would not, Garrett went on: “Even if President Trump asks you to?”
Netanyahu replied, “Look, he understands what I’m saying.”
Trump’s critics on both sides of the aisle have alleged that Netanyahu pushed him into entering the war. But Netanyahu said that belief is wrong. He called reporting by The New York Times about what he told Trump during a Feb. 11 White House meeting “incorrect,” saying that he had never told Trump that regime change in Iran was an assured outcome of a shared attack.
Netanyahu also insisted to Garrett that declining public support for Israel in the United States was a product of online campaigns designed to spread misinformation.
“Do you believe that’s the only explanation, or is it possible that some Americans have come to a different sense of Israel because of the last two or three years?” Garrett pressed.
“What they see is so many falsifications and vilifications that are unfounded, but they don’t know because they just get you know, the last reel in the movie. They don’t see the entire movie,” Netanyahu said.
The Israeli government recently allocated $730 million for public diplomacy, including online campaigns, designed to boost public opinion about Israel. The allocation quadrupled what was set aside last year for that purpose.
This article originally appeared on JTA.org.
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Labour politician is booed as thousands rally against antisemitism in London
(JTA) — Thousands of British Jews, as well as politicians from multiple parties, rallied in London outside the prime minister’s residence on Sunday to call for more aggressive action against antisemitism following a string of violent attacks.
Kemi Badenoch, the Conservative party leader whose response to a heckler making light of threats against Jews went viral last week, spoke forcefully in defense of U.K. Jewry, to applause.
“I stand for a Britain where Jews can go to school freely without worrying about security,” she said. “I stand for a Britain where you can worship freely and not worry about who is coming to attack you. I stand for the celebration of Jewish culture and Jewish people. And I stand for a Britain that will always fight for you, that will always support you.”
The Labour Party representative dispatched by Prime Minister Keir Starmer, meanwhile, drew boos from an audience frustrated by what many British Jews view as an inadequate response from the government.
“I hear your anger, I hear your pain,” said Pat McFadden, the secretary of state for work and pensions. “I stand against antisemitism, I stand with you.” As he spoke, rally organizers at times interrupted to exhort the crowd to quiet down.
Gideon Falter, head of the nonprofit Campaign Against Antisemitism, called in his speech for a ban on pro-Palestinian demonstrations, which he called “hate marches,” as well as a ban on groups associated with antisemitic violence. He said U.K. Jews were facing a “Britifada,” a play on the word intifada.
He referred to a number of the most prominent recent incidents, including a stabbing in the Orthodox neighborhood of Golders Green earlier this month and an attack on a Manchester synagogue on Yom Kippur in which two congregants were killed.
“Jews stabbed. That’s the Britifada! Murder on Yom Kippur. That’s the Britifada! Synagogues ablaze. That’s the Britifada! Hatzola ambulances pelted with rocks and torched. That’s the Britifada! Jewish children nearly mown down in a car ramming. That’s the Britifada!” Falter said. “The attacks are coming thick and fast. Because Britain has become radicalized.”
The Jewish Leadership Council and the Board of Deputies of British Jews organized the rally, titled “Standing Strong: Extinguish Antisemitism,” and were joined by dozens of Jewish groups. It took place outside 10 Downing Street in central London and featured video appearances from Jews around the world as well as from Boy George, the pop singer who has emerged as an advocate against antisemitism.
The rally also drew attention because of who was and was not invited.
Ahead of the rally, thousands of people signed a petition calling for Nigel Farage, who heads the right-wing Reform party, which made significant gains in local elections on Thursday, to be disinvited, given his “division, scapegoating, racism and inflammatory rhetoric” and allegations of antisemitism during his school years. (Farage dismissed the allegations when they emerged in 2024, saying that he could not remember all instances of “playground banter” from his childhood but that he had never sought to be intentionally hurtful.)
Farage did not appear at the rally, but his deputy, Richard Tice, did. He called for penalties against universities that are seen as encouraging antisemitism.
Zack Polanski, the Jewish leader of the left-wing Green party, which made gains in the local elections despite an antisemitism scandal involving dozens of candidates, was not invited to speak.
Saul Taylor of United Synagogue, the British Orthodox umbrella group, called out Polanski during his speech, alluding to both Polanski’s criticism of the Metropolitan Police’s handling of the arrest of the alleged Golders Green attacker and his party’s pro-Palestinian platform. “The constant vilification of Israel has fueled the flames of antisemitism across our nation,” Taylor said.
Taylor said the previous week had “probably been the most movement from the government we have seen in a long time” but that the pressure should remain. Last week, after an emergency meeting at 10 Downing Street, the Metropolitan Police announced a 100-member special force to protect Jewish communities. On Sunday, the police said they had charged a man with racially or religiously motivated assault and harassment after he attacked three Jews in Enfield.
At least one liberal Jewish group opted not to participate in the rally after initially signing on. The New Israel Fund UK announced ahead of the rally that it was backing out after political figures were invited to participate.
Other liberal Jews did take the stage. Rabbis Charley Baginsky and Josh Levy of Progressive Judaism, the U.K. equivalent of the Reform movement, who were booed off the stage at an August 2025 rally for the release of the Israeli hostages after calling for an end to the war in Gaza, exhorted attendees to ensure that England is not “shaped by suspicion, anger and permanent division.”
This article originally appeared on JTA.org.
The post Labour politician is booed as thousands rally against antisemitism in London appeared first on The Forward.