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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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Meet Matt Turner, the only Jewish player on Team USA in the World Cup
(JTA) — When the U.S. squad suits up Friday night to face off against Paraguay in its opening contest in the 2026 World Cup, one Jewish player will be in the mix.
Goalkeeper Matt Turner is not only the lone Jew on the U.S. team but he could well be the only Jewish player in the entire tournament, which is being jointly hosted by the United States, Mexico and Canada starting on Thursday. It’s the first edition of the tournament to be hosted by three countries, and the first to feature 48 teams.
Israel did not qualify for the World Cup and hasn’t since 1970 — due, in part, to geopolitics that pushed its soccer federation to compete in the talented European body, not in Asia.
Jewish players DeAndre Yedlin and Daniel Edelman, who both play in the MLS and have previously played for the national team, are not on the roster this summer. Yedlin played with Turner in the ‘22 tournament in Qatar, where Turner, 31, was a star.
Turner, a New Jersey native, discovered his Jewish heritage by finding his paternal great-grandmother’s emigration papers that had allowed her to flee Lithuania during the Holocaust.
“Once I found the documents, I was certainly very, very excited,” Turner told the Jewish Telegraphic Agency in 2023. “America, in general, it’s a melting pot, and everybody has those roots elsewhere. So to understand your story, your history, a little bit is really nice.”
The revelation allowed him to obtain a Lithuanian passport, which made it easier for the goalie to pursue soccer opportunities in Europe. It also changed his relationship to his Jewish identity.
“The more my father and I dug, the more we learned, the more connected I felt to my Jewish side, the Jewish culture of my family,” Turner said at the time. “It really changed a lot of me.”
Turner, who now plays for the New England Revolution in MLS, started all four matches in 2022 for an American club that advanced to the Round of 16. He was the first American goalie with back-to-back shutouts in a World Cup since 1930.
Turner has 53 career appearances with the national team, with a 29-16-8 overall record, including 27 matches in which the opposing team did not score at all. He has also played in the Premier League and was the 2021 MLS Goalkeeper of the Year.
This time around, he is seen as less likely to start, following the ascent of a teammate to the top goalie slot. Still, he says he is moved to be part of the national team once more.
“I’ll probably cry when the national anthem goes,” he told FOX Sports. “It’s just such a huge honor — overwhelming honor — to be granted that responsibility to be on this team to do our best in those roles and ultimately, change soccer here forever.”
Although there are few Jews on the field during the 39-day tournament that ends July 19, one familiar Jewish face — or more accurately, voice — will return this year. Legendary Argentine broadcaster Andres Cantor, whose famous “Goooooooal” calls have helped popularize the sport in the United States, will be calling his 12th consecutive World Cup.
Cantor was born in Buenos Aires to a Romania-born mother and a father whose family fled the Nazis in Poland. He moved to the United States as a teenager and has publicly embraced his Jewish identity.
The post Meet Matt Turner, the only Jewish player on Team USA in the World Cup appeared first on The Forward.
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Their nickname is the Red Crosses, but these World Cup challengers practice at a Jewish day school
For years, San Diego Jewish Academy had been preparing for the World Cup. The school, serving students from pre-K through 12th grade, has one of the best soccer fields in California, and tournament organizer FIFA had approved the site to serve as a national team’s base camp — if any visiting countries were interested.
When the school looked at the World Cup’s qualifying nations, they wondered if their plans might be for naught.
“You have Qatar, Egypt, Jordan, Iran — teams that wouldn’t necessarily choose the Jewish Academy,” said Adam Benmoise, SDJA’s director of auxiliary programs. “We were nervous.”
To their relief, the World Cup schedule delivered a stroke of luck. The four teams playing group-stage games on the West Coast did include Qatar. But one the others was a country famous for its neutrality. Switzerland began practicing at the Jewish day school June 2.
Both sides have found the arrangement a winning one. For Switzerland, San Diego Jewish Academy is more than just a practice field. It’s also a gym, a media center and an office space. (Or a synagogue, if they needed one.) And for SDJA, a pluralist school with about 500 students, the rental arrangement doesn’t just pay the bills: it also connects the local Jewish community to the world’s biggest sporting event.
The partnership is the culmination of four years of planning for Benmoise, a lifelong soccer fan whose job is to drum up outside revenue for the school. Recognizing the unusual quality of the SDJA field — real grass, not turf — he pitched the school’s CFO and athletic director on the idea of renting it out to pro teams with an eye on the 2026 World Cup.
His first move was to bring San Diego tourism officials for a site visit. They were shocked — and word got around about the 56-acre hillside campus.
“It’s a true gem,” Benmoise said. “It’s built properly, it’s manicured properly, it’s mowed properly, we have the proper irrigation. It has all of the footprints of a professional-grade soccer field, but was built for a school.”
The field was used for practices during the Gold Cup, a biennial international soccer tournament, then by Major League Soccer and touring European clubs, and finally by the U.S. men’s and women’s national teams — whose rave reviews of the campus put San Diego Jewish Academy on FIFA’s radar.
To be added to FIFA’s official site catalogue for the World Cup, though, the vetting was more rigorous. The international soccer governing body has strict pitch standards, and it employs a phalanx of inspectors and groundskeeping experts to ensure fields are up to par and consistent with one another. Benmoise also had to prove that SDJA’s facilities could accommodate the wide-ranging needs of a national team program.
In response, the school expanded the playing area by covering an unused softball diamond with 16,000 square feet of sod — a project funded by school donors. (SDJA hasn’t fielded a softball team for over a decade, Benmoise said.) The school also rented and installed a 4,500 square foot tent with tile flooring to set up a gym alongside the pitch — a temporary construction that will be paid for by the Swiss. Benmoise is hopeful the school will get to keep the workout equipment.
Sergio Affuso, a press officer for the team, said in an email that Switzerland was “very happy” with the base camp. “It is great to see how enthusiastic everyone is about hosting us here, included the kids of the school, and the facilities are very well prepared,” Affuso said.
Per FIFA rules, each of the 48 countries playing in the World Cup has to host a public community day at their base camp to locals during one of its first five days of practice. But because school was still in session those days, FIFA allowed SDJA to invite only the internal school community to the event.
That day — June 3 — the SDJA student body, faculty and a few dozen parents filled the bleachers to watch the “Red Crosses” practice. Then the team set up some mini games to play with the kids — shooting on the goalies, passing and dribbling drills, and the crowd-pleaser known as “three Swiss players against 45 fourth graders.”
A pair of journalism-interested SDJA students are getting another special perk: the Swiss federation hired them as media interns for the duration of their stay in San Diego.
Benmoise didn’t want to share how much FIFA is paying to use the field, but said the compensation is “very generous.”
“Let’s just say we’re not charging FIFA the same that I would charge, like, a youth team,” he said.
SDJA isn’t the only Jewish school whose facilities rate professional use. A pair of Orthodox high schools in Los Angeles rent their basketball gyms to NBA players for off-season workouts. The all-star roster that uses those courts appreciate not only their quality, but also the schools’ privacy and security.
Benmoise said the Swiss team — which kicks off against Qatar on Saturday in San Francisco — was thus far too focused on game prep to explore the rest of the campus. But a social media post from the team’s Instagram account about their practice field did cause a stir back home.
The post was an overhead map of the practice facility, showing the dressing area, the play area, the goalkeeper area and — on the next slide of the carousel — the hills beyond the field, labeled “snake area.”
“Watch out for the snakes 🐍 👀,” the caption read.
An alarmed Swiss media published a number of stories about the threat of serpentine pitch invasions, forcing Affuso clarify that the post was an attempt at humor.
“People in Switzerland understood the joke,” he told The Athletic. “But maybe, abroad, they didn’t.” (Benmoise said snakes had “never been an issue” on the campus.)
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Mamdani was set to meet Colombian president known for inflammatory Israel rhetoric
New York City Mayor Zohran Mamdani had planned to meet this week with Colombian President Gustavo Petro — who has compared Israel’s leaders to Nazis and recently defended his use of the phrase “Heil Hitler” on social media — during the South American leader’s visit to New York, a source familiar with the mayor’s schedule plans confirmed.
The meeting — set to be Mamdani’s first with a foreign leader — was reportedly canceled after the Trump administration intervened, directing Colombian officials to call it off, arguing that it would violate the terms of Petro’s entry into the United States for a United Nations Security Council session on Wednesday.
The State Department revoked Petro’s visa last fall after he appeared at a pro-Palestinian rally in Manhattan, calling on U.S. soldiers to disobey presidential orders over its support for Israel’s war in Gaza and urging an armed response to counter Israel’s action against the Palestinians. Petro was granted a limited waiver this week to attend the U.N. meeting on the Middle East.
A former member of Colombia’s M-19 guerrilla movement and elected in 2022 as the country’s first socialist president in decades, Petro has repeatedly drawn condemnation from Jewish and Israeli leaders since the Oct. 7, 2023, Hamas attacks for comparing Israel’s military actions to those of Nazi Germany. In 2024, he severed diplomatic ties with Israel, accusing the Jewish state of committing genocide in Gaza, an allegation Israel has strongly rejected.
This week, Petro came under fire after posting the phrase “Heil Hitler” on X in response to an op-ed supporting the right-wing presidential candidate, Abelardo de la Espriella, ahead of Colombia’s June 21 presidential runoff. Petro defended the post, saying he was criticizing what he described as the author’s “fascist” rhetoric rather than endorsing the Nazi slogan itself. In his UN remarks, Petro again compared Israel to the Nazis.
A City Hall spokesperson declined to comment on the matter.
The mayor’s canceled sit-down with Petro is the latest flashpoint in his fraught alliances with inflammatory critics of Israel.
Mamdani has faced scrutiny from Jewish leaders and Zionist organizations over his sharp criticism of Israel and embrace of Palestinian activism that is shaping his tenure as leader of the city with the largest population of Jews outside Israel. During his mayoral campaign, Mamdani refused to recognize Israel as a Jewish state and said he wouldn’t travel to the country and called for divestments in Israel’s economy. Recently, the mayor skipped the annual Israel Day parade.
In congressional races in New York City, Mamdani has actively been campaigning for candidates who have made inflammatory statements on Israel, including challenging U.S. military aid to the country and accusing the Jewish state of genocide. In particular, Mamdani has thrown his support behind former Columbia University Gaza War encampment activist Daraliza Avila Chevalier, who is challenging Rep. Adriano Espaillat with the incumbent’s support for Israel front and center. Avila Chevalier, a member of the Democratic Socialists of America’s NYC chapter, attended the Oct. 8, 2023, pro-Palestinian rally in Times Square, which was broadly condemned for celebrating the Hamas attacks on Israel. She has continued to defend her participation, saying that she showed up in anticipation of Israel’s “outsized reaction.”
Mamdani reignited tensions with many Jewish communities by posting a Nakba Day video produced by his City Hall media team commemorating the displacement of Palestinians during Israel’s founding in 1948. That was followed by what was perceived as a delayed and ultimately supportive response to pro-Palestinian protesters who descended on a heavily Jewish Brooklyn neighborhood where a synagogue was hosting a real estate sale that included West Bank properties.
The head of Mamdani’s office of international affairs, tasked with interacting with the United Nations and handling diplomatic relations, is Ana Maria Archila, the past co-chair of the Working Families Party who led campaigns critical of Israel. On his first visit to the U.N. headquarters in March, Mamdani met with Secretary-General António Guterres, whom Israeli officials have criticized for his statements about the war in Gaza, accusing him of failing to sufficiently condemn Hamas. Israel recently cut ties with Guterres and barred him from entering the country following the blacklisting of Israeli authorities in a UN report regarding sexual violence in conflict zones.
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