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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.” 


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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Iran Sees US Peace Plan as ‘One-Sided’ as Trump Presses for Deal

A view of a residential building damaged by a strike, amid the US-Israeli conflict with Iran, in Tehran, Iran, March 23, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS

A US proposal for ending nearly four weeks of fighting is “one-sided and unfair,” a senior Iranian official told Reuters on Thursday, while US President ​Donald Trump said Iran must make a deal or face a continued onslaught.

The Iranian official said the proposal, conveyed to Tehran by Pakistan, “was reviewed in detail on Wednesday night by senior Iranian officials and the representative of Iran‘s Supreme Leader.”

It lacked the minimum requirements for success and served only US and Israeli interests, the official said, while stressing that diplomacy had not ended despite the lack for now of a realistic plan for peace talks.

Trump described the Iranians as “great negotiators” but added that he was not sure he was “willing to make a deal with them to end the war.”

Iran has launched strikes against Israel as well as US bases and civilian sites in the Gulf states. The Iranian regime has also effectively blocked Middle East fuel exports via the Strait of Hormuz since the US and Israel attacked Iran on Feb. 28.

“They now have the chance, that is Iran, to permanently abandon their nuclear ambitions and to join a new path forward,” Trump said during a Cabinet meeting at the White House.

“We’ll see if they want to do it. If they don’t, we’re their worst nightmare. In the meantime, we’ll just keep blowing them away.”

Oil jumped to $105 a barrel on Thursday and stock markets fell on renewed pessimism over ceasefire prospects as global plastics, technology, retail, and tourism struggled with the impact.

STRAIT OF HORMUZ A CRUCIAL ISSUE

Trump suggested on Thursday that Iran let 10 oil tankers transit the Strait of Hormuz as a goodwill gesture in negotiations, including some Pakistan-flagged vessels, elaborating on what he had described as a “present” from Iran.

The president, who is expected to send thousands of troops to the Middle East, driving expectations of a ground invasion, also said taking control of Iran‘s oil was an option but gave no further details.

A note seen by Reuters on Tuesday to the United Nations from Iran said “non-hostile vessels” could transit the strait if they coordinated with Iranian authorities.

A Thai oil tanker has passed through the strait following diplomatic coordination with Iran, and Malaysia said its vessels were also being allowed to transit in a sign that restrictions were loosening for some countries. Iran would be receptive to any request from Spain related to the strait, its embassy in Madrid said, in the first such offer to an EU state.

US Special Envoy Steve Witkoff confirmed that the US had sent a “15-point action list” as a basis for negotiations to end the war.

Pakistan’s foreign minister said “indirect talks” between the US and Iran were taking place through messages relayed by Islamabad, with other states including Turkey and Egypt also supporting mediation efforts.

Any talks, were they to happen, would likely prove very difficult given the positions laid out by both sides.

According to sources and reports, the 15-point proposal includes demands ranging from dismantling Iran‘s nuclear program and curbing its missiles to effectively handing over control of the strait.

Iran has hardened its stance since the war began, demanding guarantees against future military action, compensation for losses, and formal control of the strait, Iranian sources say.

It also told intermediaries that Lebanon must be included in any ceasefire deal, regional sources said.

Trump has not identified who the US is negotiating with in Iran, with many high-ranking officials among the thousands of people killed in the war across the Middle East.

Israel removed Iranian Foreign Minister Abbas Araqchi and Parliamentary Speaker Mohammad Baqer Qalibaf from its hit list after Pakistan urged Washington to press Israel not to target them, a Pakistani source with knowledge of the discussions told Reuters. An Israeli military spokesperson declined to comment.

A Western diplomat said the US had taken a “maximalist” position and it was not clear if Washington was seeking to end the war or to calm markets before a potential ground operation.

WAVES OF MISSILES

On Thursday, Iran launched multiple waves of missiles at Israel, striking Tel Aviv, Haifa and other areas, including a Palestinian town in central Israel.

At least one ballistic missile hit Tel Aviv, according to the military, while others carried cluster munitions that dispersed smaller explosives, damaging homes and cars. Israel’s ambulance service said a man was killed in Nahariya after Hezbollah fired a rocket barrage at the northern city.

In Iran, strikes hit a residential zone in the southern city of Bandar Abbas and a village on the outskirts of the southern city of Shiraz, where two teenage brothers were killed, Iran‘s Tasnim ​news ​agency said. A university building in Isfahan was reported to have been hit.

US and Israeli officials said Israel had killed the naval commander of Iran‘s Revolutionary Guards, and that it had many more targets left as it degraded Iranian capabilities.

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Iran Was Never Just Israel’s Problem

Iranians take to the streets during nationwide rallies on Nov. 4, 2025, marking the anniversary of the 1979 takeover of the US embassy by waving flags and chanting “death to America” and “death to Israel.” Photo: Screenshot

Some criticism of this war is justified.

If leaders want Americans to support military action against Iran, they must explain clearly why the threat is not merely Israeli, but American. They must define the objectives honestly and explain why the costs are worth bearing.

When they fail to do that, skepticism is not a vice. It is common sense.

But much of the commentary around this war has not been serious skepticism. It has been historical amnesia.

Too many Americans now speak as though Iran were chiefly Israel’s problem, and that the legitimate threat from Tehran was mainly the product of lobbying, hawkish paranoia, or another foreign entanglement sold under false pretenses.

This view appears on parts of the Left and on parts of the Right alike. It is a genuine horseshoe: one side speaks in the language of anti-colonial grievance, the other in the language of “America First” suspicion, but both often arrive at the same lazy conclusion — that Israel is the primary author of the crisis and Iran’s own record is somehow secondary.

That is not realism. It is illiteracy (or anti-Jewish bias) masquerading as restraint.

The Islamic Republic of Iran introduced itself to the United States in 1979 not through diplomacy, but through humiliation and hostage-taking. The seizure of the American embassy in Tehran and the 444-day hostage crisis were not a misunderstanding. They were an opening statement.

From the beginning, the Iranian regime announced that ideological confrontation with America was not incidental to its identity. It was central.

What followed only confirmed this. For decades, the regime paired annihilative rhetoric with action: terrorism, proxy warfare, hostage-taking, intimidation, and subversion across the region and beyond. Iran did not merely talk like a revolutionary power. It behaved like one.

Americans should remember what that looked like in practice. Some of us knew it through Iraq.

I remember the explosively formed penetrators used in catastrophic IED attacks against American forces. Those weapons were not an abstraction. They were part of the same Iranian model of deniable warfare that allowed the regime to bleed its enemies while pretending to stand one step removed from the violence.

Iran is responsible for the deaths of American soldiers in Iraq. That’s not an Israeli “talking point” — it’s something that Americans need to hear.

Nor was Iran’s model of violence confined to one battlefield. Its partnership with Hezbollah, and the operatives who helped turn that relationship into a durable instrument of terror, showed that Iran’s strategy was never simply defensive. It was regional, ideological, and expansionist.

The nuclear issue tells the same story of denial colliding with evidence. Iran has insisted for years that its nuclear program is peaceful and civilian. But enrichment at levels far beyond normal civilian requirements tells a different story. Americans do not need a degree in nuclear physics to understand that.

One need not endorse every tactical choice made in this war to recognize that Tehran’s claims about its intentions have repeatedly collided with the evidence.

The missile issue is similar. For years, Iran presented supposed limits on its missile range as though they reflected meaningful restraint. Yet its actual capabilities and behavior have repeatedly revealed a larger reach and a more aggressive intent than its public narratives suggested.

This is why the old Waltz-Sagan political science debate still matters. Kenneth Waltz argued that nuclear weapons can stabilize rivalries because states fear annihilation and therefore behave more cautiously.

Scott Sagan warned that proliferation can make catastrophe more likely through accidents, weak controls, organizational failures, and the conduct of dangerous regimes.

In the Iranian case, Sagan’s warning is plainly the more relevant one.

The problem is not that Iranian leaders are cartoonishly irrational. The problem is that too many Western analysts assume every regime calculates risk, death, survival, and martyrdom in roughly the same way. They do not.

A revolutionary regime that has spent decades pairing annihilative rhetoric with proxy warfare, terror sponsorship, nuclear deceit, and regional coercion should not be analyzed as though it were simply another status quo state with ordinary preferences and ordinary inhibitions.

That is also why the phrase “regime change” should not be treated as morally disqualifying in itself.

Everything depends on the regime in question. When a government has spent nearly half a century brutalizing its own people, threatening its neighbors, sponsoring terrorism, and lying about capabilities that could turn regional war into mass destruction, its removal is not inherently a dark or reckless aspiration.

There is nothing morally sophisticated about treating the survival of such a regime as the default prudent outcome. This is not merely an external menace. It is a regime that terrorizes its own population as well.

At the same time, serious people should say plainly what force can and cannot do. Decapitation strikes and threat-reduction operations are not a political end state. They are, at most, an opening salvo. They can degrade command structures, reduce immediate dangers, and create opportunities that did not previously exist. They cannot by themselves produce legitimacy, restore sovereignty, or build a stable successor order.

That harder phase, if it ever comes, will depend above all on Iranians themselves — on brave people willing to reclaim their country from a regime that has held it hostage for nearly half a century.

This is the point too many critics still miss. Yes, there has been a communications failure. Americans were not told clearly enough, consistently enough, or persuasively enough why Iran is not just Israel’s problem but America’s problem too. And that failure created space for the horseshoe. On the Left and on the Right, anti-Israel fixation has too often displaced sober analysis of the regime itself. The language differs, but the impulse is similar: minimize Iran’s agency, magnify Israel’s, and collapse strategy into slogans.

But the communications failure does not make the danger unreal.

Nor does the war’s messiness. If the war had gone better — if it had produced a cleaner strategic result, a more visible collapse in regime capacity, or even the early signs of a successful internal uprising — some of today’s criticism would undoubtedly be quieter. That much is true. But it does not follow that the underlying threat was invented. It means only that strategic disappointment always gives selective memory more room to operate.

Iran was never just Israel’s problem. It has been an American problem since 1979. It has been a regional problem for decades. And it remains a wider strategic problem wherever revolutionary terror, nuclear deceit, long-range coercion, and genocidal rhetoric are treated as tolerable, so long as they are aimed at someone else first.

This was not only a failure of statecraft. It was a failure of recognition. Too many Americans looked at the crisis and somehow forgot they were dealing with a regime that has spent decades announcing itself through terror, deceit, and exterminationist intent.

David E. Firester, Ph.D., is the Founder and CEO of TRAC Intelligence, LLC, and the author of Failure to Adapt: How Strategic Blindness Undermines Intelligence, Warfare, and Perception (2025).

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Shabbat HaGadol and the Story of Elijah

A Torah scroll. Photo: Wikimedia Commons.

“Behold I will send you Elijah the prophet before the great awesome Day of God, and he will reconcile fathers to children and children to fathers” (Malachi 3:24).

This is part of the Haftorah for Shabbat HaGadol, the Shabbat before Pesach. But who exactly was Elijah? It is true that in terms of stature and his place in our tradition, he was the greatest of the prophets, even if no book is attributed to him. His public victory over the prophets of Baal during the reign of Ahab and Jezebel was his most famous triumph. But just as significant was the Chariot of Fire that took him up to Heaven when he died, which became the symbol of mysticism with which he was always associated.

In the Talmud, Elijah figures prominently in the debates about messianism and whether he was to be the messiah, or the pathfinder and precursor. Eventually, it was settled that Elijah would pave the way for a messianic era and instruct us what to do and what parts of our tradition would be revived or survive when it came about.

In the Talmud, there are many episodes in which Elijah is said to appear to rabbis and guide them, and he is associated with solving unresolved halachic issues.

Elijah has multiple associations with Pesach. The most obvious being when towards the end of the Seder, we dedicate the fifth cup of wine to Elijah, and we invoke his presence in asking God to remove our enemies.

Why is this fifth cup specifically Eliyahu’s?

Explanations range from the rational to the mystical. According to Maimonides, the coming of the messiah is a time in which oppression and hatred are removed, and we are free to explore our spiritual lives unimpeded. That’s the mystical.

Practically, there is a debate about if we should drink four or five cups of wine at the Seder. Those who advocate for four cups say it is done for the four terms used in the Torah to describe the process that gave us our freedom from slavery — “I freed you, I saved you, I redeemed you, I took you out.” But others believe “I brought you” counts as a fifth.

Are there four or five words, and should there be four or five cups?

The debate is left unanswered. Although we are obliged to have four cups of wine, we add an extra one just in case — and our tradition happened to dedicate that one to Elijah.

This year we have much to be sad about. So many beautiful young and not-so-young lives have been killed by our enemies. So many more lives have been injured or ruined. And yet there have been so many examples of deliverance, self-sacrifice, and heroism.

Is this the year the messiah will come? We can hope. But in the meantime, we have to do our best to reconcile and heal the chasms amongst us, and to come together to go forward united with pride and joy. Thank you, Eliyahu.

The author is a writer and rabbi based in New York.

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