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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 Hails Progress in Ukraine Peace Talks But Security Questions Unresolved
US Special Envoy Steve Witkoff, US Secretary of State Marco Rubio, US Army Secretary Daniel Driscoll and and other members of the US delegation, and Head of the Office of the President of Ukraine Andriy Yermak and other members of the Ukrainian delegation sit before closed-door talks on ending Russia’s war in Ukraine, at the US Mission in Geneva, Switzerland, November 23, 2025. Photo: REUTERS/Emma Farge
The United States said it had made significant progress on crafting a plan to end the war in Ukraine during talks on Sunday but no agreement was reached on how to guarantee Kyiv’s security amid concerns about the threat posed by Russia.
US Secretary of State Marco Rubio led the talks in Geneva with a high-level Ukrainian delegation after Kyiv and its allies voiced alarm about a US-backed plan because of what they saw as major concessions to Russia, and pressed for changes.
Rubio said work remained to be done on questions including the role of NATO and security guarantees for Ukraine, but that his team had narrowed down unresolved issues in a 28-point peace plan for Ukraine championed by President Donald Trump.
“And we have achieved that today in a very substantial way,” Rubio told reporters at the US mission in Geneva.
Earlier, Trump said Ukraine had not been grateful for American efforts over the war, prompting Ukrainian officials to stress their gratitude to the US president for his support.
European officials joined the US and Ukrainian delegations for talks late on Sunday after crafting a modified version of the US plan for Ukraine that pushes back on proposed limits to Kyiv’s armed forces and mooted territorial concessions.
The European plan proposes that Ukraine be granted a larger military than under the US plan and that talks on land swaps should start from the front line rather than a pre-determined view of which areas should be considered Russian.
On Friday, Trump said Ukrainian President Volodymyr Zelensky had until Thursday to approve the plan, which calls on Ukraine to cede territory, accept limits on its military and renounce ambitions to join NATO.
For many Ukrainians, including soldiers fighting on the front lines, such terms would amount to capitulation after nearly four years of fighting in Europe’s deadliest conflict since World War Two. On Saturday, Trump said the current proposal for ending the war is not his final offer.
Rubio said the United States still needed time to address the pending issues. He hoped a deal could be reached by Thursday but suggested that it could also take longer.
US and Ukrainian officials were discussing the possibility of Zelensky traveling to the United States, maybe as early as this week, to discuss the peace plan with Trump, two sources familiar with matter said on Sunday.
The main idea is that they would discuss the most sensitive issues in the peace plan, such as the matter of territory, one of the sources said. There is no confirmed date for now, the source added.
ORIGIN OF U.S. PLAN STIRS CONTROVERSY
The main talks between US and Ukrainian officials got under way in a stiff atmosphere at the US mission, soon after Trump complained in a Truth Social post that Ukraine’s leadership had shown “zero gratitude” to the US for its efforts and Europe continued to buy Russian oil.
Rubio interrupted the meeting to speak to reporters, saying the talks had been probably the best the US had held with Ukraine since Trump returned to power.
He said changes would be made to the plan to work towards a solution that both Ukraine and the US could support.
“Obviously this will ultimately have to be signed off with our presidents, although I feel very comfortable about that happening given the progress we’ve made,” said Rubio.
Andriy Yermak, head of the Ukrainian delegation, was at pains to thank Trump for his commitment to Kyiv during the brief interlude. Minutes later, Zelensky also thanked Trump.
Yermak did not reappear with Rubio when the talks ended.
Since the US plan was announced, there has been confusion about who was involved in drawing it up. European allies said they had not been consulted.
Before heading to Geneva, Rubio insisted on X that Washington had authored the plan after remarks from some US senators suggesting otherwise.
Senator Angus King said Rubio had told senators the plan was not the administration’s position, but “essentially the wish-list of the Russians.”
A PERILOUS MOMENT FOR UKRAINE
The draft US plan, which includes many of Russia’s key demands and offers only vague assurances to Ukraine of “robust security guarantees,” comes at a perilous moment for Kyiv.
Russia has been making gains on parts of the front, albeit slowly and, according to Western and Ukrainian officials, the advances have been extremely costly in terms of lives lost.
The transportation hub of Pokrovsk has been partially taken by Russian forces and Ukrainian commanders say they do not have enough soldiers to prevent small, persistent incursions.
Ukraine’s power and gas facilities have been pummeled by drone and missile attacks, meaning millions of people are without water, heating and power for hours each day.
Zelensky himself has been under pressure domestically after a major corruption scandal broke, ensnaring some of his ministers and people in his close entourage.
He has warned that Ukraine risked losing its dignity and freedom – or Washington’s backing – over the US plan.
Kyiv had taken heart in recent weeks after the United States tightened sanctions on Russia’s oil sector, the main source of funding for the war, while its own long-range drone and missile strikes have caused considerable damage to the industry.
But the draft peace plan appears to hand the diplomatic advantage back to Moscow. Ukraine relies heavily on US intelligence and weapons to sustain its war against Russia.
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Who Was Tabtabai, Hezbollah’s Military Leader Killed by Israel?
People inspect a damaged building, after Israeli military said on Sunday that it struck a militant from the Lebanese Iran-aligned Hezbollah group, in Beirut’s southern suburbs, Lebanon November 23, 2025. Photo: REUTERS/Mohammed Yassin
The Israeli military on Sunday killed Hezbollah’s top military official, Haytham Ali Tabtabai, in a strike on the outskirts of the Lebanese capital that came despite a year-long ceasefire.
His killing was announced by Israel’s military. Hezbollah later confirmed his death, hailing him as “the great jihadist commander” who had “worked to confront the Israeli enemy until the last moment of his blessed life.”
Israel had already eliminated most of Iran-backed Hezbollah’s leadership during a war that raged between October 2023 and November 2024, when a US-brokered truce was agreed.
But Tabtabai, who was appointed as the group’s chief of staff after its recent war with Israel, was killed in a rare post-ceasefire operation against a senior Hezbollah figure.
MILITARY LEADER ROSE THROUGH HEZBOLLAH’S RANKS
Tabtabai was born in Lebanon in 1968 to a father with Iranian roots and a Lebanese mother, according to a senior Lebanese security source. He was not a founding member of Hezbollah but was part of its “second generation,” deploying with the group to fight alongside its allies in Syria and Yemen, the source said.
Israel’s military said Tabtabai joined Hezbollah in the 1980s and held several senior posts, including in its Radwan Force, an elite fighting unit. Israel killed most Radwan figures last year ahead of its ground invasion into Lebanon.
During last year’s war, Tabtabai led Hezbollah’s operations division and rose in rank as other top commanders were eliminated, the Israeli military’s statement said.
Once the ceasefire came into force, Tabtabai was appointed chief of staff and “worked extensively to restore their readiness for war with Israel,” according to the statement.
The Lebanese security source confirmed Tabtabai was swiftly promoted as other top Hezbollah officials were killed, and had been appointed chief of staff over the last year.
The Alma Center, a security research and teaching organization in Israel, said Tabtabai had survived other Israeli attacks both in Syria and during the war in Lebanon.
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Netanyahu, Smotrich to Meet on Israeli 2026 Budget that Faces Battle for Approval
Israeli Prime Minister Benjamin Netanyahu speaks with Minister of Finance Bezalel Smotrich during the weekly cabinet meeting at the Defense Ministry in Tel Aviv, Israel, January 7, 2024. Photo: REUTERS/Ronen Zvulun/Pool
Israeli Finance Minister Bezalel Smotrich and senior ministry officials will present Prime Minister Benjamin Netanyahu later on Sunday with the state budget and planned structural reforms for 2026, Smotrich’s office said.
“The Finance Minister will present to the Prime Minister the necessary measures to ensure continued economic growth and to combat the high cost of living,” it said.
It added that cabinet ministers would vote on the budget on Dec. 4 but it is unlikely the budget would be approved by year end.
According to Israeli law, the budget must be approved by parliament by the end of March or new elections are triggered.
Its final approval faces an uphill battle that could ultimately lead to new elections.
The government has splintered in the past two years over the Gaza war, the ceasefire which has halted it and demands by ultra-Orthodox Jewish parties to exempt Jewish seminary students from mandatory military service.