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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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Police denied Jewish community’s request for more security before Sydney massacre, commission finds
(JTA) — Days before a massacre on a Hanukkah event at Bondi Beach, Sydney, the region’s Jewish security organization asked the police to send officers to Hanukkah events in the city.
The organization, the Community Security Group, had already worked with Chabad of Bondi to create a security plan for the event that included fencing off an area that normally had no barriers.
Now, in the message to police, the group emphasized that Jews in Sydney were facing unusual danger. The threat level, it wrote, was “HIGH. A terrorist attack against the NSW Jewish Community is likely and there is a high level of antisemitic vilification.”
The police responded by saying that they could not devote additional officers to the events but would send patrols by. Three days later, 15 people, including rabbis and a child, were killed when two men opened fire on the event, known as Chanukah by the Sea.
The sequence of events appears in the first report issued by Australia’s Royal Commission on Antisemitism and Social Cohesion, formed in the wake of the massacre amid pressure on the government to do more to keep Australian Jews safe.
The report, issued Thursday, contains 14 recommendations, some of which were obscured from public view for security reasons. They include elevating and strengthening counter-terrorism policing and improving policing of Jewish events.
The top recommendation: “The procedures adopted by NSW Police in respect of Operation Jewish High Holy Days should apply to other high risk Jewish festivals and events, particularly those that have a public facing element.”
The Australian Jewish Association welcomed the report’s release but said it was marred by failing to address the form of antisemitic extremism said to have motivated the Bondi Beach shooters.
“The report’s credibility is undermined by its failure to address the issue of radical Islamist extremism. No serious analysis of the lead-up to the Bondi massacre can ignore this,” it said in a statement. “It’s concerning that the report identifies no urgent legislative changes required. There were serious failings by multiple agencies. If the legislation is adequate, then these failings are inexplicable.”
In particular, the group said, the commission should explore the fact that gun-control laws bar private security from being armed in Sydney, adding, “Whether different security settings could have changed the outcome is a matter that warrants urgent examination.”
This article originally appeared on JTA.org.
The post Police denied Jewish community’s request for more security before Sydney massacre, commission finds appeared first on The Forward.
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Jewish man arrested for allegedly firing pellet gun at left-wing activists in Rome
(JTA) — Italian Jewish leaders are condemning the alleged acts of Jewish man who was arrested this week after police said he fired a pellet gun at participants in a parade marking Italy’s Liberation Day from Nazism and fascism.
Eitan Bondì, 21, was charged with attempted homicide in connection to the shooting of Rossana Gabrieli and Nicola Fasciano, two members of the National Association for Italian Partisans, a group founded by members of the Italian resistance, during the Rome parade.
Neither victim was seriously injured by the attack, according to Italian media.
Bondi’s arrest marks the second instance of confrontations involving Jews during Liberation Day festivities this year. In Milan, pro-Palestinian activists, including members of ANPI, blocked participants honoring the Jewish Brigade, a Jewish military unit that fought the Nazis in Italy during World War II.
Bondi said he was affiliated with the Jewish Brigade. Davide Romano, the director of the Jewish Brigade Museum in Milan, wrote in a post on X that the organization did not know Bondì, and that he felt “horror and condemn in the most resolute manner, and without any justification, anyone who dares to use the name of the Jewish Brigade to carry out acts of violence.”
“The Jewish Brigade fought for freedom and human dignity. Instrumentalizing its name to justify or cover up violent behavior is an outrage to its memory and to all those who sacrificed themselves under that flag,” Romano wrote, adding that the organization reserved the right to “pursue legal action against all those who use the name of the Jewish Brigade to associate it with this shameful act.”
Victor Fadlun, the president of the Jewish Community of Rome, condemned Bondì’s alleged acts in a statement, saying that his detention “fills us with dismay and outrage” and voicing his organization’s “full solidarity and closeness” to the victims.
“The Jewish Community of Rome condemns and dissociates itself unreservedly from any form of anti-democratic violence,” Fadlun said, according to the Italian news agency Ansa. “In such a tense moment … we appeal to political and civil society to avoid any exploitation (of the case) that could fuel hatred and generate new violence.”
This article originally appeared on JTA.org.
The post Jewish man arrested for allegedly firing pellet gun at left-wing activists in Rome appeared first on The Forward.
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British police pledge 25M pounds for Jewish security in wake of London stabbing
(JTA) — British police have allocated 25 million pounds, or about $33 million, in new funding to keep Jewish communities safe, officials announced on Thursday.
The announcement came a day after a stabbing in the Orthodox neighborhood of Golders Green left two men injured and a community reeling. The stabbing has been ruled a terrorist attack.
“There’s no getting away from the fact that this was not a one-off,” Prime Minister Keir Starmer, who visited the neighborhood on Thursday, said during a press conference. “This has been a series of attacks on our Jewish community, particularly in recent weeks, and there is a very deep sense of anxiety, of concern about security, about safety, about identity frankly.”
A new group called Harakat Ashab al-Yamin al-Islamiya, or the Islamic Movement of the People of the Right Hand, that has claimed attacks on Jewish targets across Europe said it was responsible for the stabbing. British officials said they were investigating that claim.
They disclosed that the 45-year-old man arrested in the stabbing, who was first subdued by Jewish security forces, was a British national who had come to the country “lawfully” from Somalia as a child.
Home Secretary Shabana Mahmood, who joined Starmer in Golders Green, told the BBC that she was treating the spree of antisemitic incidents as “absolutely an emergency,” though she declined to adopt language used by Starmer’s terrorism advisor that there was a “national security emergency” because of its implications on civil liberties.
Still, she said, she believed that frequent pro-Palestinian protests in London contained “far too many instances” of hate crimes and she spoke of her opposition to antisemitism in terms of her own religious identity.
“When I take the stand that I am taking against antisemitism, I am doing so as a practicing Muslim. It is absolutely in line with my faith,” Mahmood said. She added about British Jews: “This land is their land. It is my land too. We share this land and we must all work together to keep each other safe.”
The incident, which followed arsons at synagogues and of ambulances owned by a Jewish emergency service as well as a deadly attack on a Manchester synagogue last year, has prompted an escalation of fear among British Jews. Chief Rabbi Ephraim Mirvis warned that visibly Jewish people — those wearing symbols of their Jewish identity — were “not always safe” in England.
This article originally appeared on JTA.org.
The post British police pledge 25M pounds for Jewish security in wake of London stabbing appeared first on The Forward.