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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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Israeli ambassador meets with France’s Marine Le Pen, extending outreach to Europe’s far-right
(JTA) — Israeli Ambassador to France Joshua Zarka held a meeting on Wednesday with far-right French leader Marine Le Pen, marking the latest instance in a recent trend of Israeli outreach to Europe’s nationalist right.
The meeting, which was not publicly announced by either leader, was confirmed by the Israeli embassy to the French outlet Le Parisien. It was unclear what the pair discussed.
The meeting between Zarka and Le Pen, who is the former president of France’s far-right National Rally party, comes over a year since Israeli Foreign Minister Gideon Sa’ar announced that the country would lift its longstanding boycott of far-right parties in Sweden, France and Spain.
Israel continues not to engage with far-right parties in Germany, and Diaspora Minister Amichai Chikli, who has invited leaders of parties with a history of antisemitism to conferences he has organized in Israel, has cited the Alternative for Germany party as an example of one that had not adequately shed its antisemitic roots.
National Rally was founded as the National Front in 1972 by Le Pen’s father, Jean Marie le Pen, who frequently espoused racist and antisemitic rhetoric and was convicted of Holocaust denial in 1987.
The party has since tried to distance itself from its antisemitic history, with its current leader, Jordan Bardella, visiting Jerusalem last March for the country’s International Conference on Combating Antisemitism, where he delivered the keynote speech.
Diplomatic relations between Israel and France have soured in recent years, with French President Emmanuel Macron voicing public criticism of Israel’s conduct during the war in Gaza and formally recognizing Palestinian statehood at the United Nations General Assembly in September.
Last May, Le Pen shot back at Macron after he said during a television appearance that “what Benjamin Netanyahu’s government is doing today is unacceptable” and “a disgrace.”
“I find this statement unworthy of the President of the French Republic,” Le Pen responded. “He keeps increasing his criticism of Israel, perhaps because he is incapable of providing a solution to facilitate the fight against Islamist fundamentalism.”
While Le Pen has long voiced her support for Israel, last week she threw her support behind Macron’s proposal to include Lebanon in a regional ceasefire, which Israel has previously opposed.
“It is our country’s duty to protect Lebanon, its people, and its sovereignty,” wrote Le Pen in a post on X. “This country is once again a collateral victim of the tensions in the region, suffering massive bombings on its capital. I support France’s proposal to include Lebanon in the framework of the regional ceasefire.”
Israeli leaders have pushed back on Macron’s requests and refused to allow the country to be involved in direct talks between Israel and Lebanon, which was formerly a French mandate.
“We’d like to keep the French as far away as possible from pretty much everything, but particularly when it comes to peace negotiations,” Yechiel Leiter, Israel’s ambassador to the United States, told reporters earlier this week following ceasefire talks between Israel and Lebanon on Tuesday.
On Thursday, President Donald Trump announced that Israel and Lebanon had agreed to a 10-day ceasefire.
Le Pen has also been critical of the joint U.S.-Israeli strikes on Iran, telling Le Parisien last month that Trump “clearly did not fully appreciate the impact of his intervention.”
Le Pen is currently awaiting a July court ruling that will determine whether she can run in France’s presidential election next year, following her conviction last year for misusing European Parliament funds for political purposes.
This article originally appeared on JTA.org.
The post Israeli ambassador meets with France’s Marine Le Pen, extending outreach to Europe’s far-right appeared first on The Forward.
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Italian opposition leader Elly Schlein, whose father is Jewish, backs Giorgia Meloni in Trump split over Israel
(JTA) — Until this week, Giorgia Meloni, the Italian prime minister, was allies with Donald Trump and Benjamin Netanyahu and adversaries with Elly Schlein, Italy’s opposition leader.
Now, Meloni is at odds with Trump and Netanyahu, her fellow conservatives in the United States and Israel, and getting a boost from Schlein, a liberal whose father is an American Jew.
The causes of the breach: the U.S.-Israel war on Iran, and the pope.
Schlein threw her support between Meloni after Trump attacked her for defending Pope Leo XIV, who said on Friday that “God does not bless any conflict” and that Christians should never be on the side of those who drop bombs. The criticism triggered a strong response from Trump, who said on Sunday that the Catholic leader was “terrible on foreign policy” and accused him of “catering to the radical left.”
That did not go over well in Italy, where about three-quarters of people are Catholic. In a statement Monday, Meloni came to Pope Leo’s defense, calling Trump’s remarks “unacceptable,” and adding, “The Pope is the head of the Catholic Church, and it is right and proper that he call for peace and condemn all forms of war.”
The break between Trump and Meloni marked a notable public rift between the two leaders, as Meloni has long been one of Trump’s closest political allies in Europe. The rift deepened the next day, when Meloni announced that Italy had ended its defense agreement with Israel, marking another significant shift in the right-wing government’s international relations.
“In light of the current situation, the government has decided to suspend the automatic renewal of the defense agreement with Israel,” Meloni told reporters in Verona, adding, “When there are things we don’t agree with, we act accordingly.”
Trump wasn’t happy that Meloni had rebuffed his pressure to join the Iran conflict and said as much on Wednesday on Fox News.
“She’s been negative,” Trump said. “Anybody that turned us down to helping with this Iran situation, we do not have the same relationship.”
Enter Schlein and a rare moment of cross-party unity in Italy.
Schlein has led Italy’s Democratic Party since 2023. She has said she is “very proudly the daughter of a Jewish father,” the American-Italian scholar Melvin Schlein, and that she has faced antisemitism even though she herself is not Jewish.
Her father grew up in New Jersey and lived on Kibbutz Nahal Oz, one of the communities ravaged on Oct. 7, 2023, during the 1960s. He has joined his daughter in criticizing Netanyahu but told an Italian paper that while she believes in a two-state solution to the Israeli-Palestinian conflict, he does not. The relative of Jews murdered in the Holocaust, he also has said he is concerned about rising antisemitism in Europe — and that while he generally shares his daughter’s politics, he is concerned that some on the left have joined with the right in adopting antisemitic ideas.
On Wednesday, speaking in the Italian Chamber of Deputies, Schlein, said she wished to express her “strongest condemnation” of Trump’s “attack on Meloni for having dutifully expressed solidarity with Pope Leo.”
She also emphasized her own opposition to the Iran war.
“I want to reiterate that Italy is a free and sovereign country, and our Constitution is clear: Italy repudiates war.” Schlein said during her speech to a standing ovation. “No foreign head of state can allow himself to attack, threaten, or disrespect our country and our government. We are adversaries in this chamber, but we are all Italian citizens and representatives of Italians, and we will not accept attacks or threats against the government and our country.”
Schlein had welcomed the suspension of the defense agreement and called on Italy to “stop obstructing” the suspension of the Association Agreement between Israel and the European Union, which governs trade and political relations between the entities.
This week, a petition by the European Citizens’ Initiative to end the agreement reached the required 1 million signatures needed to trigger a formal review by the European Commission.
“We, along with other progressive forces, have been calling for this for some time, because the dignity of this country is also measured by its respect for international law,” Schlein said.
The Israeli Foreign Ministry dismissed the suspension. While Italy is the third-biggest arms exporter to Israel, following the United States and Germany, it only accounted for 1.3% of Israeli arms imports between 2021 and 2025, according to the Stockholm International Peace Research Institute.
“We have no security agreement with Italy. We have a memorandum of understanding from many years ago that has never contained any substantive content,” the ministry said in a statement. “This will not affect Israel’s security.”
This article originally appeared on JTA.org.
The post Italian opposition leader Elly Schlein, whose father is Jewish, backs Giorgia Meloni in Trump split over Israel appeared first on The Forward.
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Our pioneering Reform synagogue has shrunk, but remains as vibrant as ever
To the editors:
As President of Temple Beth-El of Great Neck, I read Lauren Hakimi’s recent article “A pioneering Reform synagogue makes way for a booming Iranian Jewish community,” with both appreciation and concern. While the piece captures certain facts, it presents our congregation primarily through the lens of decline and demographic change. In doing so, it misses an important story.
Yes, we are preparing to sell the building that has been our home for decades, and our membership is smaller than it once was. But Temple Beth-El today is a vibrant, diverse, and deeply engaged congregation. Even a cursory look at our calendar would have shown the depth and breadth of the activities — worship, study, Israel engagement, social action and adult education — taking place at TBE.
Size is one measure of a synagogue’s success, but it is far from the only one. Even on that front, this story is incomplete. The sale of our building is not simply a response to changing numbers; it is a strategic step that will allow us to align our physical space with our mission and ensure long-term sustainability. This is a story not of retreat, but of reinvention. Further, after the sale, Temple Beth-El will be one of, if not the, most financially secure synagogues on Long Island.
We are proud of our role in the larger Great Neck community, and we cherish our values more than any building. Temple Beth-El has long been a strong voice for social justice, as Hakimi notes in mentioning our past hosting Dr. Martin Luther King Jr. Today, we carry that legacy forward in our current work with interfaith food pantries and supporting undocumented immigrants.
These aren’t just social activities; they are religious imperatives. Hakimi notes that she herself received her COVID vaccine at TBE. When we opened our doors as a vaccine hub, we were not just providing a service — we were advancing our values by practicing the preservation of life for the benefit of our entire Great Neck family.
Finally, we are concerned that the reporter’s conclusion — “This is the most compelling thing anyone has told me for this story: that even Orthodox Jews benefit from having a Reform synagogue for a neighbor” — is misleading. We are proud to be good neighbors in a diverse community. But our purpose is not to justify our existence to others — it is to serve our congregants and all who seek a Judaism that is liberal, inclusive and engaged with the world.
Great Neck is not a zero-sum game of demographics, but a rich mosaic. Our synagogue’s commitment to a liberal, inclusive, and socially active Judaism is as essential to our town today as it was at our founding in 1928.
The post Our pioneering Reform synagogue has shrunk, but remains as vibrant as ever appeared first on The Forward.