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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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Antisemitic Incidents in Brazil Shot Up 149% Since 2022, New Figures Show
Demonstrators wear keffiyehs during an anti-Israel protest during the second anniversary of the Oct. 7, 2023, attack on Israel by Hamas from Gaza, in front of the Folha de Sao Paulo newspaper offices, in Sao Paulo, Brazil, Oct. 7, 2025. Photo: REUTERS/Amanda Perobelli
Brazil has experienced a major surge in antisemitism following the Palestinian terrorist group Hamas’s Oct. 7, 2023, massacre across southern Israel, according to newly unveiled research.
The Israelite Confederation of Brazil (CONIB), the country’s main Jewish umbrella organization, on Monday released its annual report on antisemitism for 2025.
StandWithUs Brazil, the Holocaust Memorial of São Paulo, ECOA, and the Holocaust Museum of Curitiba all contributed to the report, which CONIB described as “the most comprehensive ever produced in the country.”
Analysts found 989 antisemitic incidents were registered in the country in 2025, representing a 149 percent explosion from the 397 documented acts of bigotry against Jews in 2022.
Brazil is currently home to an estimated 120,000 Jews, the second largest population in Latin America behind Argentina.
CONIB President Claudio Lottenberg introduced the report by sharing wisdom from his mother-in-law Esther Sztamfater, a Holocaust survivor.
“Esther survived the war as a refugee in the Polish forests for three years. Three years in hiding. Cold, hungry, afraid — and with a lucidity about human nature that I have never seen in any other human being,” Lottenberg said. “Over 25 years, we had hundreds of conversations. Sometimes long. Sometimes just a sentence. But always with the same underlying lesson: The horror doesn’t begin in the gas chambers. It begins before. It begins with the tolerated word, the repeated lie, the stigma that no one questions. And that’s why this report matters.”
Warning that the numbers in the report represent “a snapshot of an environment that’s forming,” Lottenberg described the developing picture as “one that Esther would recognize.” He said that “antisemitism, as Esther taught me, doesn’t announce its arrival. It settles in gradually. In the tolerance of lies. In the indulgence towards aggression. In the silent acceptance of intimidation. And when a minority needs to get used to fear to preserve its community life, the problem is no longer the minority’s. It is democracy’s. It is Brazil’s.”
CONIB’s Secretary Rony Vainzof added that “antisemitism in Brazil has not receded; it has become normalized. Unfortunately, this is the new normal.”
CONIB’s legal director Andrea Vainer emphasized that antisemitism in Brazil “constitutes a crime of racism. And the law that protects us in this regard is Law 7716 of 1989.” He added that Brazil “has a whole constitutional framework to punish racism in general.”
Under Law 7716, those convicted of racial discrimination in hiring can face prison sentences of as much as five years. Individuals who incite racism or other forms of ethnic and religious bigotry face a maximum of three years. However, Brazilians who choose to use mass media in promoting their hateful feelings could spend five years in jail and face a fine.
The report showed that antisemitic incidents peaked last year in June with 138 cases reported. The Brazilian states of São Paulo, Rio de Janeiro, and Rio Grande do Sul accounted for 40 percent of all outrages.
In looking at social media-related complaints, researchers found Instagram came in worst with 37.13 percent of online reports. In a survey of Jews conducted for the report, 81.5 percent of respondents named online hate speech as the threat that most worried them for the future.
The survey also showed that 46 percent of Jews had experienced antisemitism in their professional lives and 39.84 percent had concealed or considered concealing their Jewish identity for fear of moral or physical aggression.
Twenty-five percent of Jews surveyed said they experienced antisemitism in the workplace. A minority of Jews said they reported antisemitic incidents they witnessed, with only 32.58 percent saying they informed a Jewish organization or safety group.
The report also found gaps in Holocaust education in Brazil, with a general survey finding only 53 percent able to correctly define the Holocaust and 87.3 percent saying they have never participated in any Holocaust educational activities, including those in school.
Rising antisemitism came amid growing tensions between Israel and Brazil.
In August, Israel announced it was downgrading diplomatic relations with Brazil after Brasília rejected its proposed ambassador.
“[Brazilian President Luiz Inácio Lula da Silva] has now revealed himself as an outspoken antisemite and Hamas supporter by pulling Brazil out of the IHRA, the international body established to fight antisemitism and hatred toward Israel, aligning the country with regimes such as Iran, which openly denies the Holocaust and threatens the existence of the Jewish state,” Israeli Defense Minister Israel posted on social media at the time.
Months earlier, Lula accused the Jewish state of committing genocide and intentionally targeted women and children during its military campaign against Hamas in Gaza.
CONIB denounced Lula for his claims, accusing him of promoting an “antisemitic libel.”
Lula previously compared Israel to Nazi Germany and the war in Gaza to the Holocaust — a comparison described as an example of anti-Jewish hate under the International Holocaust Remembrance Alliance’s (IHRA) working definition of antisemitism.
In May 2024, Lula recalled Brazil’s ambassador from Israel.
In a panel discussion on Monday following the opening remarks presenting the report on antisemitism, CONIB’s Volunteer Director Paula Puppi discouraged people from feeling like they needed to argue on social media, stating that the platforms failed to foster healthy discussions.
“It’s a shallow, polarized environment where there’s no room for debate. And it’s not possible to be profound in a shallow environment,” Puppi said. “And that’s a mistake we make when we try to debate in that environment.”
Puppi urged attendees that “we need to learn how to deal with this environment. And that’s why this monitoring work that CONIB has been doing is so important.”
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Argentina Designates IRGC as Terror Group, Deepening Alignment with US, Israel Amid Iran War
Argentine President Javier Milei speaks at the 12th annual Algemeiner J100 Gala on March 9, 2026, in New York City.
Argentina has officially designated Iran’s Islamic Revolutionary Guard Corps (IRGC) as a terrorist organization, the latest signal of Buenos Aires’ tightening alignment with the US and Israel as tensions across the Middle East continue to rise.
President Javier Milei’s decision, announced on Tuesday, will expand the country’s previous counterterrorism framework to allow sweeping financial sanctions and additional restrictions against Iran’s ruling regime.
The move builds on Argentina’s designation in January to proscribe specifically the IRGC’s Quds Force, the elite unit responsible for directing Tehran’s proxy militias and overseas terrorist operations.
In a statement from his office, Milei announced the latest designation and, citing findings by Argentina’s federal courts, accused some IRGC members of involvement in planning and executing the two deadliest terrorist attacks in the nation’s history.
Argentina has long believed the Iran-backed Lebanese terrorist group Hezbollah was responsible for both the 1992 Israeli Embassy bombing in Buenos Aires that killed 22 people and wounded more than 200, and the 1994 bombing of the Argentine Israelite Mutual Association (AMIA) Jewish community center that left 85 dead and over 300 injured.
“This government is determined to ensure that the Argentine Republic once again aligns itself with Western civilization, while firmly condemning and confronting those who seek to destroy it,” the statement read.
In 2019, marking the 25th anniversary of the AMIA atrocity, Argentina formally designated Hezbollah as a terrorist organization, intensifying its decades-long campaign to bring justice to the victims.
Israeli Foreign Minister Gideon Saar on Tuesday praised Milei’s decision as a bold moral stand against Iran’s global terrorist network and a powerful signal of deepening strategic alignment between Jerusalem and Buenos Aires.
“This decision … places Argentina … at the forefront of the free world in the fight against the Iranian regime of terror and its proxies,” the top Israeli diplomat wrote in a post on X.
“With this decision, President Milei — one of the greatest leaders of our generation — has once again demonstrated moral clarity and an unwavering commitment to the values of freedom and the fight against its enemies,” he continued.
I thank the President of Argentina @JMilei for his decision, on the eve of Passover, the Festival of Freedom, to designate Iran’s Revolutionary Guards as a terrorist organization.
This decision follows his designation of Hezbollah and Hamas as terrorist organizations, and places… https://t.co/Y26ZXcimPI
— Gideon Sa’ar | גדעון סער (@gidonsaar) April 1, 2026
Iran lambasted Argentina’s decision, calling it a strategic mistake and violation of international law that will damage bilateral relations. The Iranian media outlet WANA (West Asia News Agency) reported that the Ministry of Foreign Affairs claimed that, through their blacklisting the IRGC, Argentine leaders have “positioned themselves as partners in committed crimes and stand on the wrong side of history, triggering international responsibility for the Argentine government.”
As the ongoing US–Israeli military campaign against Iran continued to dismantle senior leadership within the regime’s security apparatus, newly appointed IRGC chief Ahmad Vahidi took over the force earlier this month after his predecessor, Mohammad Pakpour, was killed in the strikes.
Vahidi faces charges from Argentine authorities over his alleged involvement in the 1994 AMIA bombing.
At that time, Vahidi commanded the Quds Force.
Since taking office over a year ago, Milei has been one of Israel’s most vocal supporters, strengthening bilateral relations to unprecedented levels and in the process breaking with decades of Argentine foreign policy tradition to firmly align with Jerusalem and Washington.
With the outbreak of the war against Iran in late February, Milei has repeatedly voiced strong support for the US-Israeli campaign and offered steadfast political backing even as the Islamist regime continues issuing threats against the country.
Less than a year after the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023, Argentina became the first Latin American country to designate the Palestinian Islamist group as a terrorist organization.
Last year, Milei formally launched the Isaac Accords with the aim of strengthening political, economic, and cultural cooperation between the Jewish state and Latin American governments.
The Argentine leader also announced plans to relocate the country’s embassy to Jerusalem next spring, fulfilling a promise made last year, as the two allies continue to strengthen their bilateral ties.
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The stories of Passover and Pittsburgh share a common humanity
At the heart of the Passover story is an act of courage that feels both ancient and urgent.
Before the plagues, before the parting of the Red Sea, a man named Moses made a brave choice. Saved and raised by the Pharaoh’s daughter, he could have looked away from the suffering of others. But instead, Moses recognized his connection to and the humanity of the Israelites, insisting that Pharaoh let his people go.
We often tell the Passover story as one of liberation, and it is. But it is also a story about the risk of crossing divides in society and the tension between extending an open hand or isolating yourself.
That tension is not confined to ancient Egypt: it persists within the Jewish community today. In the wake of the 2018 Pittsburgh synagogue shooting, much of the conversation understandably focused on security, accountability and the urgent need to confront antisemitism directly. The intensity and urgency of that conversation has only increased as Jewish Americans face more hate than ever in our post-Oct. 7 reality. Security and accountability are essential. But on its own, hardening our institutions is not enough. We must also engage in the hard work of educating and building connections across lines of difference.
Hate festers in the absence of relationships across those boundaries, and confronting it requires human connection. When we build compassionate, healthy communities, we begin to heal the persistent societal wounds, such as antisemitism and hatred, that divide us.
In the days and weeks following the attack in Pittsburgh, something remarkable happened: communities that could have remained distant instead drew closer. Muslim neighbors raised money to help cover the cost of funerals and Christian congregations opened their doors, providing the Tree of Life Congregation a safe place for worship services and to gather in community. In those dark days, Pittsburghers, and people from near and far, prayed, cried and raised their voices in song together. They modeled a response to hate rooted in shared humanity.
Passover asks something similar of us. Each year at the Seder table, we are instructed not simply to retell the story but to see ourselves within it, to remember what it felt like to be strangers in a strange land. The Passover Haggadah commands us to welcome the stranger as we were once strangers in the land of Egypt.
The story is a call to action, asking us to recognize the common roots that unite us all. If we are to truly embrace the stranger, then our work must extend beyond our own community and bring people of different backgrounds together to cultivate mutual understanding and learn more about our neighbors. That mandate guides our work at The Tree of Life. We are building a new institution rooted in Pittsburgh with national impact, dedicated to inspiring courageous action and creating compassionate communities. We are bringing people together to engage with one another and to stay connected even when it is hard.
Our programs focus on inquiry, connection, and community engagement, remembering our past and celebrating Jewish tradition and joy. For example, the Holocaust Center of Pittsburgh, one of our core programs, worked closely with Lily Sassani, a local Girl Scout, to develop a Holocaust Education patch, which is now available to all Girl Scouts. The LIGHT Education Initiative, our cornerstone education program, hosts the Eradicate Hate Student Summit, which in 2025 brought together 450 attendees and, with the support of the Grable Foundation and Benedum Foundation, offered $1,000 grants to 34 schools in southwestern Pennsylvania to design and deliver programming on their campuses.
We’re also sharing the story of what happened on Oct. 27, 2018, the history of antisemitism in America and our work to uproot hate in a traveling exhibition visiting communities across the country, beginning in Pittsburgh and next headed to Broward County, Florida, home to Parkland, another community sadly shaped by tragedy. The exhibition offers a peek into what we will be doing in Pittsburgh at the site of the deadliest antisemitic attack in United States history.
Empathy and understanding are powerful antidotes to hate. Developing both is slow, but important. Beloved Squirrel Hill resident Mr. Rogers knew this and exemplified it. He famously responded to racist ideas of his time, not through loud condemnation but by modeling a different way forward. Amid contentious debates over segregated pools, he invited a Black character, Officer Clemmons, to join him in cooling his feet in a small wading pool and sharing a towel. He didn’t argue; he demonstrated.
We are not naive, nor do we think there is a single answer to the challenges and divisions we all face. What we do know, however, is that at the same time that antisemitism has increased exponentially in recent years, divides are deepening and isolation is rising. Pew Research suggests that approximately eight in ten Americans say they cannot even trust people of different political opinions to agree on basic facts.
When antisemitism is rising and trust is waning, the instinct is often to pull back; to ignore the forces of good at work and hide behind walls. Imagine if Moses had remained in Midian, continuing his exile. Ours would be a very different story.
Instead, Moses stepped out in faith and sought community. For the truth is, liberation is not only about moving past a place of discomfort, grief and hardship. It is about what we choose to build afterward and who we bring along the way. Only by recognizing our common humanity and building bridges across lines of difference can we bring about the better future that the youngest people seated at our Seder tables deserve.
The post The stories of Passover and Pittsburgh share a common humanity appeared first on The Forward.