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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 synagogue hit by gunfire hours after Purim event
(JTA) — A Toronto synagogue was hit by gunfire late on Monday night, just hours after a Purim celebration was held there.
No injuries were reported in the shooting, according to police, which targeted Reform synagogue Temple Emanu-El at around 10:49 p.m. The event, which was billed as a “sing-along shpiel” and costume contest, had run until 9 p.m.
But Rabbi Debra Landsberg told reporters that she couldn’t sleep much Monday night: She was still inside the building when the shooting occurred, and could hear the gunshots.
“I’m a bit shaken up,” she said. “It is devastating that there are those in this society that want to shatter what we have here.”
Police did not confirm how many shell casings were found outside the building, but the synagogue wrote on Instagram that “20 shots were fired at our synagogue.”
“We are working closely with law enforcement and security partners,” the post read. “We remain united and resilient. Our building is damaged; our congregation is not. Chag sameach, everyone.”
The incident is being investigated by Toronto police’s hate crime unit, as well as the gun and gang task force; the suspect is currently unknown.
Police have upped their presence in Toronto’s Jewish neighborhoods since the war in Iran broke out on Saturday, as well as around houses of worship and other Jewish institutions, deputy chief Robert Johnson said in a press conference on Tuesday. Iranian agents have a record of targeting Jewish sites with gunshots and other disturbances, and Jewish security officials have urged vigilance since the war began.
When asked if there was any connection between the Temple Emanu-El attack and the war in Iran, Johnson said making that connection “would be speculation at this point.”
The shooting is the latest in a string of crimes targeting Jewish institutions and residents in Toronto. A Jewish girls’ elementary school was hit by gunfire three times in 2024 alone. This past December, mezuzahs were ripped from residents’ doorposts in multiple buildings, including a seniors’ residence. A month prior, police said a suspect had “damaged the outer glass windows” of Kehilath Shaarei Torah, a synagogue near Temple Emanu-El. (Police visited that synagogue while investigating the Temple Emanu-El shooting, which prompted false reports that both synagogues were attacked on Monday night.)
“This is the fourth time a Jewish institution has been targeted for gunfire in Toronto over the past two years, in addition to countless threats and acts of vandalism,” said Adam Minsky, president of UJA Federation of Greater Toronto, in a statement. “Every day, families across our community carry deep concerns for the safety of their children. But we are resilient and refuse to be intimidated. We will continue to proudly celebrate Jewish life.”
Noah Shack, CEO of the Centre for Israel and Jewish Affairs, said in a statement that incidents like this will “inevitably lead to much worse.”
“As we witnessed in Australia, when incitement goes unchecked and synagogues are threatened, we can expect to see mass violence and tragedies that could have been prevented,” Shack wrote.
So far this year, anti-Jewish hate crimes have made up 63% of all reported hate crimes in Toronto, according to Johnson, continuing a trend of increased antisemitic crimes since Oct. 7, 2023.
“These numbers are not abstract. They represent real people and real harm,” Johnson said. “Our commitment is clear: We are doing everything within our authority to protect Toronto’s Jewish community.”
Toronto Mayor Olivia Chow called the shooting “an unacceptable act of antisemitism and intimidation.”
She also alluded to the timing of the shooting, which came days after war broke out between Israel and the United States and Iran.
“As we have seen repeatedly, incidents increase across our city as international events unfold. I want to be clear: it is never acceptable to target faith communities or cultural groups,” Chow wrote.
Shack said the shooting took place “at a time when Iran’s Islamic regime poses a heightened threat to Jewish and Persian communities worldwide,” and urged authorities to “redouble measures to safeguard our country and all Canadians.”
Just one night before the Temple Emanu-El shooting, another shooting occurred at around 2:30 a.m. in Toronto. Nobody was injured, but police said there was “damage” to businesses in the area, including Old Avenue Restaurant, a restaurant owned by pro-Israel activist Esther Bakinka. The hate crime unit “is aware” of the investigation, according to police, but not leading it. Bakinka wrote on Facebook that the restaurant’s upcoming Purim celebration would be canceled due to “extenuating circumstances.”
Deputy mayor Mike Colle called Bakinka “a courageous fighter for protection of our Jewish Community,” and called for the creation of a joint task force to combat antisemitic violence, “especially now with the Middle East on fire.”
The post Toronto synagogue hit by gunfire hours after Purim event appeared first on The Forward.
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Trump rejects idea that Israel drew US into war with Iran: ‘If anything, I might have forced Israel’s hand’
(JTA) — President Donald Trump rejected claims that Israel had pulled the United States into the war with Iran on Tuesday, instead suggesting that he had “forced their hands.”
Trump’s comments came after Secretary of State Marco Rubio told reporters on Monday that the United States entered the conflict because officials “knew that there was going to be an Israeli action” and expected to become embroiled as a result. Rubio’s comments ignited questions about whether Trump was taking his cues from the Israelis.
“Based on the way the negotiation was going, I think they were going to attack first and I didn’t want that to happen,” Trump told reporters at the White House on Tuesday during a press conference with German Chancellor Friedrich Merz. “So, if anything, I might have forced Israel’s hand, but Israel was ready and we were ready.”
The president’s claims appeared to contradict reports from the Pentagon to Congress on Sunday that there was no intelligence suggesting Iran planned to attack U.S. forces first.
“If we didn’t do what we’re doing right now, you would have had a nuclear war and they would have taken out many countries because you know what? They’re sick people,” Trump told reporters on Tuesday. “They’re mentally ill sick people. They’re angry, they’re crazy, they’re sick.”
While Trump and Israeli Prime Minister Benjamin Netanyahu have denied suggestions that Israel steered the U.S. into the conflict, which has rapidly escalated tensions across the region, critics across the political spectrum have continued to question the extent to which the United States’ actions were influenced by Israel.
During the president’s meeting with Merz, the German leader told reporters that the two countries had a shared desire to get rid of the “terrible regime in Iran,” with Trump adding that Germany had allowed U.S. forces land in “certain areas,” though the U.S. was not asking Germany to provide troops.
The meeting followed a joint statement on Sunday by France, Germany and the United Kingdom in which the three countries vowed to “take steps to defend our interests and those of our allies in the region.”
While Republican lawmakers largely backed the joint U.S.-Israeli strikes on Iran Saturday morning, rising American casualties and suggestions by Trump that he had not ruled out sending troops into Iran have spurred concern from some about the potential for a drawn-out conflict.
The post Trump rejects idea that Israel drew US into war with Iran: ‘If anything, I might have forced Israel’s hand’ appeared first on The Forward.
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Berlin groups received $3M to fight antisemitism. What happened to that money?
(JTA) — Germany’s leading party is being investigated in Berlin for funneling millions to groups that proposed fighting antisemitism but lacked transparency about their use of the funds — including one group whose director has been accused of antisemitic language herself.
The Berlin branch of the Christian Democratic Union, the center-right party leading the federal government, is being probed by a parliamentary committee for allegedly improperly allocating 2.6 million euros (about $3 million) to combat antisemitism. The party, the committee alleges, did not vet the groups adequately or monitor their spending.
The government allocated special funds toward fighting antisemitism at the end of 2023, shortly after the Oct. 7 Hamas-led attack on Israel that spurred a spike in antisemitic incidents in many places.
Among the grants triggering concern was 390,000 euros to the Zera Institute, founded in December 2024 by an Iranian-German music producer named Maral Salmassi. She has been accused of posting antisemitism rhetoric online.
In a post on X from February 2025, Salmassi said the Jewish billionaire George Soros “is and always has been a parasite.” Nazi-era propaganda frequently depicted Jews as parasites. Since the comment was resurfaced by Die Tageszeitung, Salmassi has deleted it and expressed regret.
Daniel Eliasson, a local Green Party politician, called the post a “clearly antisemitic statement” to a local newspaper. “As a Jew, I find it nothing short of a mockery that the Berlin CDU is providing this person with €390,000 to fight antisemitism,” he said.
Berlin’s antisemitism commissioner, Sigmount Königsberg, resigned from the expert council of the Zera Institute after the post came to light.
Salmassi has also referred to philosopher Omri Boehm, journalist Peter Beinart and scholars Amos Goldberg and Raz Segal — all staunch critics of Israel — as “token Jews.”
Salmassi is a CDU member who sits on a local board of the party. Several other funding recipients have been discovered to have ties to the party, and some have no verifiable experience in combating antisemitism, according to Stern magazine. They include a real estate company and other recently founded groups.
Staffers from the CDU’s Department for Culture and Social Cohesion, which was responsible for awarding the grants, testified at a parliamentary inquiry hearing on Friday. The investigation, initiated by the Left Party and the Greens, will determine whether funding was disbursed based on unclear criteria and cronyism.
During Friday’s hearing, one witness said “the expertise and the resources were lacking” for their department to handle the large sum of funds allocated in the wake of Oct. 7, according to Berliner Morgenpost. The next hearing is scheduled for Friday.
When Der Tagesspiegel contacted 12 organizations that received funding to implement projects in the 2025 fiscal year, only three gave answers about how they used or planned to use the funds. One of these projects organized an exhibition about Israel’s Nova music festival, a target of the Hamas attacks. Another group organized concerts, workshops and exhibitions to combat antisemitism in the music scene, and a third supported Israeli artists in Berlin.
Uffa Jensen, deputy director of the Center for Research on Antisemitism at the Berlin Institute of Technology, told Der Tagesspiegel that he was skeptical about where the 2.6 million euros would end up.
“Based on the selection of the funded projects, I have doubts as to whether it is effective or whether it will achieve the goals that the funds were intended to pursue,” said Jensen.
The post Berlin groups received $3M to fight antisemitism. What happened to that money? appeared first on The Forward.