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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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Shower, shelter, swipe: Israel’s ‘startup nation’ meets Iran war with a wave of apps
(JTA) — TEL AVIV — Smartphones have become as essential as shelters for Israelis riding out Iran’s missile attacks, with internet traffic up 25% since the war began on Saturday. From the screaming alerts of the military’s official app that, as one comedian put it, sound like a “baby dragon giving birth,” to bomb-shelter Tinder to multiple apps that tell you when it’s safe to shower, the startup nation is trying to digitize the panic into something more manageable.
At the serious end of the wartime app stack is Home Front Command, the Israeli army’s app available in Hebrew, Arabic, Russian and English. It uses GPS to figure out where you are and only pings you when your area is at risk, with separate alerts for rockets, missiles and terror incidents. In this war, Iran’s long-range fire has come with an extra layer of notice, a warning-before-the-warning that can buy people a few more minutes. The shorter-range threats from Hezbollah, which joined the fray on Tuesday, do not come with that same courtesy.
Bomb Shelter Locator turns shelter-seeking into a map exercise, listing around 20,000 official sites, offering offline city maps and walking routes, and estimating the time it will take to reach the nearest protected space.
For anyone who cannot sprint, Purple Vest tries to close the gap. People with disabilities or older residents can register in advance and request help during alerts, with volunteers using the app to locate them and assist with shelter access or urgent supplies.
For others, shelters are turning into accidental social spaces where people can meet-cute on a mattress. The Hooked app, originally built for speed-dating at events, now doubles as a bomb-shelter icebreaker. Shelter-goers post a QR code at the entrance, and singles who scan it can see who else in the same bunker has the same relationship status. US Ambassador Mike Huckabee — who has not been single since high school — shared it on X alongside the caption: “Someday they will tell their kids ‘we met on a dating app in a shelter while dodging ballastic [sic] missiles.’”
But for some, even showering has become its own risk calculation. Martine Berkowitz was one of many who vented after her attempts to scrub up were interrupted by missiles no less than five times on the second day of the war.
For software developer Ben Greenberg, a father of teenagers, Berkowitz’s complaint was familiar, so he built an app called Best Shower Time that spits out a percentage risk score on whether a shower is likely to be interrupted by an alert.
Posts about it spread on social media and what began as a tool for his family is now drawing about 5,000 visitors a day. Greenberg, a California native who immigrated to Israel from New York in 2018, insists it’s “not a joke app.”
“Sirens are just the ultimate example of lack of control in one’s life,” he said, describing the app as a way to “restore some level of control and predictability … in a time when that feels most vulnerable and most taken away from us.”
The app uses real-time alert data from the Home Front Command, and the score is based on four inputs: how long it has been since the last alert, the average gap between alerts over a six-hour window, whether the frequency is trending up or down, and the total alert count over the past 24 hours. Those are weighted into a single score that appears when you open the app.
Users can then set their own parameters, including how long a shower typically takes and how much buffer time they want afterward to dry off and reach shelter.
And for those who have a penchant for extended bathroom breaks, Greenberg added a separate option that relies on the same logic.
It’s not the only app homing on issues of basic cleanliness to emerge this week. Another app, Can I Shower Now?, has developed a following of its own.
Berkowitz said she was “grateful” for apps to help her navigate the question of whether to jump in the shower. After checking and seeing a 13% chance of a missile alert on Wednesday afternoon, she decided to risk it.
“I took a full 20-minute hot shower and washed my hair. It was lovely. And the next warning only came when I was finished and getting dressed,” she said.
Greenberg is piloting a new app, called Best Walking Time, based on the same principle and prompted by his wife, who regularly walks around the neighborhood during work calls but has been afraid to stray from home lest a missile head their way.
The post Shower, shelter, swipe: Israel’s ‘startup nation’ meets Iran war with a wave of apps appeared first on The Forward.
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Gavin Newsom says some ‘appropriately’ call Israel an ‘apartheid state’ while questioning US military aid
(JTA) — California Gov. Gavin Newsom provided sharp criticism of the Israeli government during an interview this week, suggesting that he agreed with claims that it is an “apartheid state” and questioning U.S. military aid to the country.
Newsom, a likely 2028 presidential candidate, offered his rebuke of the Israeli government during an event on Tuesday with the hosts of “Pod Save America,” a political podcast, while promoting his new memoir, “Young Man in a Hurry: A Memoir of Discovery.”
During the conversation, while suggesting that Israel’s alleged influence over the United State’s strikes in Iran was “pretty damn self-evident,” Newsom took aim at Israeli Prime Minister Benjamin Netanyahu.
“The issue of Bibi is interesting because he’s got his own domestic issues. He’s trying to stay out of jail, he’s got an election coming up, he’s potentially on the ropes, he’s got folks, the hard line, that want to annex the West Bank,” said Newsom, adding that “others are talking about it appropriately as sort of an apartheid state.”
When a host of the podcast asked Newsom whether he believed the United States should consider “rethinking our military support for Israel,” the California governor replied, “It breaks my heart, because the current leadership in Israel is walking us down that path where I don’t think you have a choice.”
Newsom’s comments come shortly after the politician vowed he would “never” accept AIPAC funding, a stance that has increasingly become a litmus test for Democratic candidates amid record low support for Israel among its base.
While Newsom has been vocal in his critiques of Netanyahu in the past, saying earlier this year that he is “crystal clear in my love for Israel — and my condemnation of Bibi,” his latest comments signal a notable shift in tone as he adopts a more openly critical stance on Israel amid growing pressure from the Democratic party.
“I didn’t expect to be in that place, you know, a few years ago, let alone, you know, where we are today, and it’s accelerating in real time in a deeply, deeply alarming way,” said Newsom.
Calls to strip U.S. military aid from Israel have gained traction among progressive Democrats in recent months, with a record number of Senate Democrats voting to block weapons sales to Israel in July.
In January, Netanyahu said for the first time that he wanted to “taper off” U.S. military aid to Israel over the next decade, a goal that was quickly welcomed by South Carolina Republican Sen. Lindsey Graham as pockets of the Republican party have grown increasingly skeptical of U.S. aid to Israel.
The post Gavin Newsom says some ‘appropriately’ call Israel an ‘apartheid state’ while questioning US military aid appeared first on The Forward.
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Andrea Weiss, trailblazing Reform rabbi who merged scholarship and activism, dies at 60
(JTA) — Rabbi Andrea Weiss, a former provost of Hebrew Union College-Jewish Institute of Religion who made history as the first woman to ordain rabbis in the Reform movement, has died.
Weiss died on Tuesday surrounded by family at her home in Lower Merion, Pennsylvania, following a year-long battle with cancer. She was 60.
“Andrea brought lev shalem — a whole heart to everything she did,” Cantor Jill Abramson, HUC’s interim head of seminary and director of its Debbie Friedman School of Sacred Music, said in a statement. “Whether in a classroom or a hallway discussion, she has always been a model of what it means to live a life guided by scholarship and sacred purpose. We will miss her presence in these halls and hold her family in our prayers.”
Weiss’ death strikes another blow for the leadership of the Reform movement, which has also buried two leaders of HUC who died prematurely while Weiss worked there — Rabbi Aaron Panken, then the seminary’s president, in 2018, and Rabbi David Ellenson, its past president, in 2023. The school of sacred music, meanwhile, is named for another luminary of the movement who died prematurely at 59 in 2011.
Born on Sept. 9, 1965, Weiss was raised in San Diego where her family belonged to Temple Emanu-El. In 1987, Weiss received her bachelor’s degree from the University of California, Berkeley, and was ordained as a rabbi at HUC in 1993.
Weiss joined the HUC faculty in 2000 alongside Rabbi Lisa Grant, who served as the director of the school’s rabbinical program.
“There was actually four of us, four women, who started at the same time, and we really changed the whole gender balance of the faculty, which was very exciting and thinking about, long term potential of what that would mean for the culture of the school,” Grant told the Jewish Telegraphic Agency.
During her tenure at the school, Weiss led multiple initiatives including a curricular redesign, the launch of the Virtual Pathway for Rabbinical students and the creation of the Seminary Hebrew Program.
Weiss taught several courses at the school, including “The Poetry and Power of the Psalms,” “Literary Artistry of the Bible” and “Teaching Bible to Adult Learners,” a course she co-taught with Grant beginning in 2003.
“Rabbi Weiss has been a transformative presence at Hebrew Union College for more than two decades,” said the school’s current president, Andrew Rehfeld, in a statement. “Her scholarship, vision, and fierce commitment to the formation of Jewish clergy have shaped this institution in ways that will endure for generations. We are grateful beyond measure for her service and hold her and her loved ones in our hearts.”
Weiss received her PhD from the University of Pennsylvania in 2004, where her research centered on metaphor and biblical poetry, scholarship that informed her later work including her 2006 book, “Figurative Language in Biblical Prose Narrative: Metaphor in the Book of Samuel.”
In 2008, Weiss won the National Jewish Book Awards Book of the Year as the associate editor of “The Torah: A Women’s Commentary,” the first comprehensive collection of Torah commentary written entirely by female scholars. Sen. Elissa Slotkin chose the text to be sworn in on last year.
In 2016 and 2020, Weiss led a nonpartisan, interfaith initiative titled “American Values, Religious Voices” that brought together 100 faith leaders to write letters to former President Joe Biden and President Donald Trump as well as Congress during the first 100 days of their administrations. The letters were later published as two books.
Weiss described the initiative at the time as “a national, nonpartisan campaign created from the conviction that scholars who study and teach our diverse religious traditions have something important to say about our shared American values.”
Grant said Weiss offered a model of Jewish engagement that was validated by the ancient rabbis.
“There’s a great Talmudic debate about which is more important, which is greater, study or action, and the rabbis have this back and forth about it, and in the end, they conclude study because it leads to action,” Grant said. “She certainly lived that, that her study and her teaching led her to be an activist as well.”
In 2018, Weiss was appointed as HUC’s provost, becoming the first female rabbi to ordain rabbis in the Reform movement.
Grant said the honor was “extraordinarily meaningful and very heavy” for Weiss.
“She would make the time every year to meet individually for an hour with every single student, to hear about their story, their journey, their learning,” said Grant. “And she would craft that into a short blessing upon ordination.”
As news of Weiss’ death spread on Tuesday, many of her former students and rabbis whom she ordained eulogized her on social media.
“Rabbi Andrea Weiss helped me to grasp and appreciate biblical poetry in a way that nobody else could,” wrote Evan Schultz, the senior rabbi of Congregation B’nai Israel in Bridgeport, Connecticut, in a post on Facebook. “Her wisdom helped shape me as a rabbi and a writer. She was brilliant, kind, and genuine.”
Rabbi Binyamin Minich, the leader of Kehilat Daniel in Tel Aviv, recalled in a post on Facebook being a part of Weiss’ first ordination cohort.
“I remember this feeling of awe, understanding that our 2019 cohort of Israeli Rabbinical Program alumni would be the first ordained by a woman,” wrote Minich. “That meant the idea of women being rabbis settled fully in the Jewish contemporary life and ascended to a next level. It was the real proof of [lalmud velelemed leshmor vela’ashot] – ‘to study and to teach, to preserve and to act.’”
Rabbi Shira Koch Epstein, the executive director of Atra: Center for Rabbinic Innovation, recalled connecting with Weiss in 2019 in Jerusalem and hearing about a bar mitzvah project Weiss had helped organize for her son. The project brought his baseball team to Cuba, where they donated equipment and met with locals.
“It was a big project that they did that was really inspirational; it inspired my son, Ami, to do a baseball-related mitzvah project for his bar mitzvah,” said Epstein. “Definitely not as ambitious as theirs, but Rabbi Weiss really taught me both Torah and the living Torah, of how to turn what you care about and your interests into tzedakah and action in the world.”
Weiss is survived by her husband Alan; her two children, Rebecca and Ilan; her father, Marty; her siblings, Mitch, Laura and Roger; her sister-in-law Catherine; and her nieces, nephews and cousins.
The post Andrea Weiss, trailblazing Reform rabbi who merged scholarship and activism, dies at 60 appeared first on The Forward.
