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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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US Condemns South Africa’s Expulsion of Israeli Diplomat
South Africa’s President Cyril Ramaphosa attends the 20th East Asia Summit (EAS), as part of the 47th ASEAN Summit in Kuala Lumpur, Malaysia, Oct. 27, 2025. Photo: REUTERS/Hasnoor Hussain
The United States on Tuesday condemned South Africa’s decision to expel Israel’s top diplomat last week, a State Department spokesperson said, calling the African nation’s step a part of prioritizing “grievance politics.”
“Expelling a diplomat for calling out the African National Congress party’s ties to Hamas and other antisemitic radicals prioritizes grievance politics over the good of South Africa and its citizens,” Tommy Pigott, the State Department’s deputy spokesperson, said on X.
South Africa’s embassy in Washington had no immediate comment.
On Friday, South Africa declared the top diplomat at Israel’s embassy persona non grata and ordered him out within 72 hours.
It accused him of “unacceptable violations of diplomatic norms and practice,” including insulting South Africa’s president.
Israel responded by expelling South Africa’s senior diplomatic representative to its country.
Relations between the countries have been strained since South Africa brought a genocide case over Israel’s defensive military campaign against Hamas in Gaza at the International Court of Justice. Israel has rejected the case as baseless, calling it an “obscene exploitation” of the Genocide Convention and noting that the Jewish state is targeting terrorists who use civilians as human shields in its military campaign.
The genocide case has also contributed to US President Donald Trump’s attacks on Pretoria, including verbal scolding, trade sanctions, and an executive order last year cutting all US funding.
Since the start of the war in Gaza, the South African government has been one of Israel’s fiercest critics, actively confronting the Jewish state on the international stage.
Beyond its open hostility toward Israel, South Africa has actively supported Hamas, hosting officials from the Palestinian terrorist group and expressing solidarity with their “cause.”
In one instance, South African President Cyril Ramaphosa led a crowd at an election rally in a chant of “From the river to the sea, Palestine shall be free” — a popular slogan among anti-Israel activists that has been widely interpreted as a genocidal call for the destruction of the Jewish state, which is located between the Jordan River and the Mediterranean Sea.
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Russia Says Uranium Proposal for Iran Is Still on the Table
Spokeswoman of Russia’s Foreign Ministry Maria Zakharova attends the annual press conference held by Foreign Minister Sergei Lavrov in Moscow, Russia, Jan. 20, 2026. Photo: REUTERS/Shamil Zhumatov
Russia‘s foreign ministry said on Wednesday that a proposal to remove uranium from Iran as part of a deal to ease US concerns was still on the table, but that it was for Tehran to decide whether or not to remove it.
“Russia once offered to export Iran‘s enriched uranium reserves to its territory. This initiative is still on the table,” Foreign Ministry spokeswoman Maria Zakharova told reporters.
“Only Iranians have the right to dispose of them, including deciding whether to export them outside the territory of Iran and, in case of a positive decision, where to export them to or not,” she said.
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US, Iran to Seek De-Escalation in Nuclear Talks in Oman, Regional Official Says
USA and Iranian flags are seen in this illustration taken, Sept. 8, 2022. Photo: REUTERS/Dado Ruvic/Illustration
The US and Iran are due to hold talks in Oman on Friday after Tehran requested a change of venue to limit negotiations to its nuclear program, a regional official said, with a build-up of US forces in the Middle East raising fears of a confrontation.
Iran wanted the meeting to take place in Oman as a continuation of previous rounds of talks held in the Gulf Arab country on its nuclear program, asking for a change of location from Turkey to avoid any expansion of the discussions to issues such as Tehran’s ballistic missiles, the regional official said.
Iran has said it will not make concessions on its formidable ballistic missile program — one of the biggest in the Middle East — calling that a red line in negotiations.
Tehran, which says it replenished its stockpile of ballistic missiles since coming under attack from Israel last year, has warned that it will unleash its missiles to defend the Islamic Republic if its security is under threat.
The regional official, speaking on condition of anonymity, said Iran had since the beginning stressed that it would only discuss its nuclear program, while Washington wanted other issues on the agenda.
Oil prices extended gains on Wednesday after the US shot down an Iranian drone and armed Iranian boats approached a US-flagged vessel in the Strait of Hormuz, rekindling fears of an escalation between Washington and Tehran.
IRAN SOUGHT BILATERAL TALKS
Trump has warned that “bad things” would probably happen if a deal could not be reached, ratcheting up pressure on the Islamic Republic in a standoff that has led to mutual threats of air strikes and stirred fears of a wider war.
On Tuesday, the US military shot down an Iranian drone that “aggressively” approached the Abraham Lincoln aircraft carrier in the Arabian Sea, the US military said, in an incident first reported by Reuters.
Trump told reporters at the White House on Tuesday: “We are negotiating with them right now.” He did not elaborate and declined to say where he expected talks to take place.
A source familiar with the situation said Trump’s son-in-law, Jared Kushner, was due to take part in the talks, along with US Special Envoy Steve Witkoff and Iranian Foreign Minister Abbas Araqchi.
Ministers from several other countries in the region including Pakistan, Saudi Arabia, Qatar, Egypt, and the United Arab Emirates had also been expected to attend, but the regional source told Reuters that Tehran wanted only bilateral talks with the US.
In June, the United States struck Iranian nuclear targets, joining in at the close of a 12-day Israeli bombing campaign.
More recently, the US navy built up forces in the region following Iran‘s violent crackdown against anti-government demonstrations last month, the deadliest since Iran‘s 1979 revolution.
Trump, who stopped short of carrying out threats to intervene, has since demanded nuclear concessions from Iran, sending a flotilla to its coast.
Iran’s leadership is increasingly worried a US strike could break its grip on power by driving an already enraged public back onto the streets, according to six current and former Iranian officials.
The priority of the diplomatic effort is to avoid conflict and de-escalate tension, a regional official told Reuters earlier.
TANKER INCIDENT
Iranian sources told Reuters last week that Trump had demanded three conditions for the resumption of talks: zero enrichment of uranium in Iran, limits on Tehran’s ballistic missile program, and an end to its support for regional proxies.
Iran has long said all three demands are unacceptable infringements of its sovereignty, but two Iranian officials told Reuters its clerical rulers saw the ballistic missile program, rather than uranium enrichment, as the bigger obstacle.
Since the US strikes in June, Tehran has said its uranium enrichment work – which it says is for peaceful, not military purposes – has stopped.
In another incident on Tuesday, this one in the Strait of Hormuz, the US Central Command said Iran‘s Islamic Revolutionary Guard Corps forces had approached a US-flagged tanker at speed and threatened to board and seize it.
Maritime risk management group Vanguard said the Iranian boats ordered the tanker to stop its engine and prepare to be boarded. Instead, the tanker sped up and continued its voyage.