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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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VIDEO: ’Love was there too:’ A Yom Hashoah commemoration in Yiddish
די פֿאַרגאַנגענע וואָך האָט דער „ייִדישפּיל“־טעאַטער אין תּל־אָבֿיבֿ אַרויסגעשטעלט אַ ווידעאָ פֿון אַ „יום־השואה“־אַקאַדעמיע וואָס די טרופּע האָט דורכגעפֿירט אין 2022. די טעמע פֿון דער פּראָגראַם איז געווען מאָמענטן פֿון ליבע בײַ ייִדן אין די געטאָס און קאָנצענטראַציע־לאַגערן.
אינעם ווידעאָ לייענען די אַקטיאָרן פֿאָר זכרונות פֿון לעבן געבליבענע ווי אויך ייִדישע לידער אָנגעשריבן בשעת דעם חורבן. זיי באַשרײַבן ווי אַזוי געליבטע פּאָרלעך האָבן זיך געטראָפֿן בשתּיקה; רירנדיקע מאָמענטן פֿון געזעגענען זיך און ווי די לעבן געבליבענע האָבן זיך באַמיט מיט אַלע כּוחות צו געפֿינען די געליבטע נאָך דער באַפֿרײַונג.
דער ווידעאָ הייבט זיך אָן מיט אַ באַגריסונג פֿונעם תּל־אָבֿיבֿער בירגערמײַסטער, רון חולדאי, אויף העברעיִש, אָבער די פּראָגראַם גופֿא איז אין גאַנצן אויף ייִדיש.
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In Elie Wiesel’s latter years, he and I discussed the effects of the Holocaust. Those conversations are now an opera.
Back in 2012, while on assignment as the Chicago Tribune’s longtime music critic, I received a phone call from my editor that would change my life.
Elie Wiesel had just accepted the newspaper’s annual Literary Prize. Would I be interested in interviewing him for the paper?
Would I?!
There was only one minor problem: I had never read a word Wiesel had written, not even his revered Holocaust memoir Night. Holocaust education was not required in the 1950s and ’60s when I was growing up – not even in Skokie, a nexus of Holocaust survivors where I lived with my family. As the son of two survivors, I considered Holocaust books, films and TV programs emotionally overwhelming and something to be avoided, if possible.
My avoidance ended abruptly in 2001, when my then 69-year-old mother began re-experiencing her unspoken Holocaust childhood in the form of delusions. This prompted me to unearth her hidden story and tell it in a Tribune article and a subsequent book and a documentary for PBS – all aptly titled Prisoner of Her Past.
I assumed that work was the reason the Tribune tapped this music critic to interview Wiesel.

After a few weeks of reading everything he wrote that I could lay my hands on, I flew to New York and found myself seated inches away from him in his Manhattan office. Within minutes, we were speaking with a degree of comfort and intimacy I had not anticipated.
Even more remarkable, after Wiesel and I held a public conversation before 2,500-plus people in Chicago’s Symphony Center — a longstanding feature of the Tribune’s Literary Prize proceedings — he suggested that we stay in touch.
That’s when I realized we had the beginnings of a book: two generations — a survivor and a son of survivors — trying to come to terms with what happened to our families and to our people. For the next four years, I visited Wiesel regularly in New York and Florida and spoke with him often on the phone. The utterly unexpected privilege of these conversations ended suddenly with his death July 2, 2016, at age 87.
In effect, Wiesel had spent the last four years of his life communing with me about the Holocaust and its apparently never-ending after-effects, my tape recorder rolling all the while. These proved to be his final thoughts on the subject, which I took as precious lessons on a fraught subject. For Wiesel had given me answers to questions I never had been able to ask my parents. To them, the Holocaust was a subject not to be discussed with me or my sister, presumably to spare us the burden of such tragedy.
Wiesel poignantly addressed what I needed and wanted to know: How does the second generation deal with feelings of guilt over our parents’ unrelieved sufferings? How do we live up to our parents’ expectations of us, without suppressing our own dreams? How do we even speak of this terrifying subject? How religious must we be? How politically active? How do we cope with the enormity of it all?
And more.

I packed the answers – and our reflections on them – into my 2019 book The Art of Inventing Hope: Intimate Conversations with Elie Wiesel, which is the basis of the new opera: The Dialogue of Memories, which premieres next month in Seattle.
Why an opera?
Though I was glad to have captured on paper my treasured experiences with Wiesel, I wanted to share the wealth — to let others see and feel and hear what it was like to be in the room with him. I wanted audiences to witness Wiesel explaining and illuminating my own past to me. And like Wiesel, I’ve always believed in the indescribable but unstoppable power of music to go where words alone cannot.
In 2024, the Seattle-based non-profit Music of Remembrance commissioned composer Jake Heggie and librettist Gene Scheer to write Before It All Goes Dark, an opera based on my Mac’s Journey stories in the Tribune about a Vietnam vet who learns he’s heir to a priceless collection of art looted by the Nazis (I had identified and located him).
After that opera’s success, I suggested to Music of Remembrance founder Mina Miller that my years with Wiesel represented a story of profound enlightenment that could be powerful onstage. Miller wasted no time commissioning the eminent American opera composer Tom Cipullo to write the music, with libretto by me with Cipullo.
The opera features three characters: Wiesel (sung by baritone Daniel Belcher); my mother, Sonia Reich (mezzo-soprano Megan Marino); and me (tenor Dominic Armstrong). Past and present, memory and prophesy, delusion and reality intermingle in its words. And Cipullo’s music lifts those words into the realm of sublime drama as only opera can do.
I don’t know how I’ll feel watching singers portraying Wiesel, my mother and myself confronting demons that have haunted all three of us, and millions of others around the world.
But as we mark Yom HaShoah, I do know that moments once shared by Wiesel and me alone now will be available to everyone. I hope that Wiesel’s brilliant insights and my mother’s tragic experiences will help others who — like me — have long struggled with dark and enduring histories.
The Dialogue of Memories plays May 17 at Benaroya Hall in Seattle; May 20 at the Presidio Theatre in San Francisco; and May 23-24 at the Studebaker Theater in Chicago. For details and tickets visit www.musicofremembrance.org. Howard Reich can be reached at howard@howardreich.com.
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J Street says Israel should fund its own defense
J Street, the progressive pro-Israel, pro-peace political advocacy, is shifting its stance on defensive U.S. military aid to Israel as a growing number of Democrats, including some of the congressional candidates it endorsed this year, call for ending such assistance.
Jeremy Ben-Ami, the organization’s longtime president, said in a lengthy post on Monday that the organization is now advocating for phasing out direct financial support for arms sales to Israel when the current $38 billion 10-year memorandum of understanding between the two countries expires in 2028. He called it “a fundamental reassessment of the U.S.-Israel security relationship,” citing “the war in Gaza, rising extremist Jewish terror in the West Bank and the US-Israel war with Iran.”
Also stressing that “the US-Israel security relationship remains a central pillar of American policy in the Middle East,” Ben-Ami added that joint research and technological investment “should continue” and that the U.S. should continue to sell short-range air and ballistic missile defense capabilities to Israel. However, “all future Research and Development agreements with Israel must include genuine cost-sharing and aim to produce defense items that both countries plan to field.”
Ben-Ami’s post includes this statement, in boldface: “The goal of this reassessment is to advance the broader American interest of a more stable and prosperous Middle East that includes both Israelis and Palestinians living in security and freedom.”
U.S. funding for Israel’s Iron Dome first started under the Obama administration in 2011. J Street’s acceptance of the position for candidates appears aimed at navigating divisions among congressional Democrats as Democratic Party voter views swing against Israel and influential progressive figures in the congressional delegation, most conspicuously Rep. Alexandria Ocasio-Cortez of New York, who previously backed missile-defense funding, and Rep. Ro Khanna of California, join calls to end all military aid to Israel.
Other members and candidates in the party still back Iron Dome funding from the U.S. seek to condition offensive weapons sales on Israel’s compliance with human rights and international law.
Brad Lander, a Jewish challenger to Rep. Dan Goldman, said last week he would oppose any additional U.S. aid to Israel, arguing the country is in violation of human rights and international law.
Last week, Brad Lander, a Jewish Democrat running for Congress who has described himself as a liberal Zionist, on Friday joined the calls for an end to U.S. aid to Israel, while adding that “Israel should have access to purchase it with their own funds.” Lander, who has been “primary approved” to challenge Rep. Dan Goldman of New York — who is the official J Street pick in the race — told the Forward he did not coordinate his announcement with the group’s, which came after his.
Democrats are already taking legislative action. The Senate is expected to vote on Wednesday on two measures — filed by Sen. Bernie Sanders, the Jewish Vermont Independent and longtime critic of U.S. aid to Israel — to restrict at least $660 million in weapons sales to Israel. A record 27 Senate Democrats — a majority of the caucus — supported a similar pair of resolutions to block weapons transfers. J Streets urged members to vote in favor. In the House, the Block the Bombs Act, which would restrict certain offensive arms sales to Israel, currently has 60 sponsors.
J Street’s red line
Ben-Ami maintained that J Street’s updated stance to end grants, known as the Foreign Military Financing (FMF) program, aligns with calls by Israeli Prime Minister Benjamin Netanyahu and Sen. Lindsey Graham, a Republican from South Carolina, to gradually “taper off” U.S. military aid to Israel over the next decade until it reaches zero. “This reform would normalize the relationship and place Israel in the same category as other capable allies that purchase U.S. defense equipment without subsidy,” Ben-Ami said.
Ilan Goldenberg, J Street’s senior vice president and chief policy officer and previously an aide to former Presidents Barack Obama and Joe Biden, said the organization will still support the sale of Iron Dome components and other missile defense systems as long as it’s consistent with U.S. law and aligns with U.S. policy objectives and interests.
The strategy reflects a broader shift in politics, where Israel policy and Palestinian rights have become a litmus test for progressive candidates. Recent polls showed the tensions within the Democratic Party, which loomed large in the 2024 presidential election in the wake of the Gaza war — and now opposition to the war in Iran — are likely to shape the midterm elections.
J Street PAC is backing 133 House and Senate incumbents as well as Democratic challengers running against Republican incumbents. The group has also approved several candidates competing in open Democratic primaries, allowing its donor network to support their campaigns
Speaking with the Forward during J Street’s annual conference in Washington, D.C. last month, Ben-Ami outlined the organization’s red lines for endorsements. “If you’re in favor of a complete arms embargo against Israel, and you don’t recognize that Israel should be the national homeland of the Jewish people, you won’t come anywhere near our list,” Ben-Ami said.
A recent poll commissioned by the organization found that 70% of American Jews support placing some conditions on military assistance, including 26% who favor halting aid altogether.
The departure from the long-standing bipartisan consensus backing unconditional military support for Israel has drawn criticism from some Israel supporters.
Joel Rubin, a national security expert and a former Obama administration official who was the founding political and government affairs director at J Street in 2008, called it a “major shift” that “undermines” pro-Israel organizational support for the U.S.-Israel security assistance relationship and also “puts more pressure” on Democrats to oppose aid to Israel. “J Street is playing with fire regarding the US.-Israel relationship,” he said. “It’s much easier to tear down a relationship than it is to build one up.”
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