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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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Israel Pounds Lebanon with Heaviest Airstrikes of the War as Hezbollah Pauses Attacks
Rescuers work at the site of an Israeli strike in Beirut, Lebanon, April 8, 2026. Photo: REUTERS/Mohamed Azakir
Israel carried out its heaviest strikes on Lebanon since the conflict with Hezbollah broke out last month, even as the Iran-aligned group paused attacks on northern Israel and Israeli troops in Lebanon under a two-week US-Iran ceasefire.
Consecutive explosions shook Beirut, sending smoke billowing across the capital, as Israel’s military said it had launched the largest coordinated strike of the war. More than 100 Hezbollah command centers and military sites were targeted in Beirut, the Bekaa Valley and southern Lebanon, it said.
The strikes killed dozens and wounded hundreds, according to Lebanon’s health ministry. In Beirut, Reuters reporters saw people on motorcycles picking up wounded and transporting them to hospitals because there were not enough ambulances to get them in time. A group of firefighters worked to put out flames in a car park after one strike left more than a dozen cars scorched and mangled.
The head of Lebanon’s syndicate of doctors, Elias Chlela, called in a written statement for “all physicians from all specialties” to head to any hospital they could to offer help. One of Beirut’s biggest hospitals said it was in need of donations of all blood types.
Israeli Prime Minister Benjamin Netanyahu said overnight that the ceasefire suspending the six-week-old US-Israeli war against Iran did not apply to Lebanon, and the Israeli military said operations against Hezbollah there would continue.
That position contradicted comments by Pakistani Prime Minister Shehbaz Sharif, a key intermediary in the US-Iran ceasefire talks, who had said the truce would include Lebanon.
Lebanon’s state news agency NNA had reported continued Israeli strikes across southern Lebanon earlier in the day, including artillery shelling and a dawn airstrike on a building near a hospital that killed four people. An Israeli strike on the southern city of Sidon killed eight people and wounded 22 others, Lebanon’s health ministry said.
Hezbollah stopped attacking Israeli targets early on Wednesday, three Lebanese sources close to the group told Reuters. The group’s last public statement on its military activity was posted at 1 a.m. (2200 GMT Tuesday), saying it had targeted Israeli troops inside Lebanon on Tuesday evening.
The group is likely to issue a statement outlining its formal position on the ceasefire and on Netanyahu’s assertion that Lebanon is not included, the three Lebanese sources said.
French President Emmanuel Macron said the situation in Lebanon, a former French protectorate, remained critical and called for Lebanon to be included in the deal. Lebanese President Joseph Aoun, welcoming the US-Iran ceasefire, said Beirut would continue its efforts to ensure that Lebanon was included in any lasting regional peace agreement.
“Hezbollah was informed that it is part of the ceasefire – so we abided by it, but Israel as usual has violated it and committed massacres all across Lebanon,” senior Hezbollah lawmaker Ibrahim al-Moussawi told Reuters.
‘LEBANON CAN’T TAKE IT ANYMORE’
Most of Wednesday’s strikes were in civilian-populated areas, Israel’s military said. Hours before the strike, the military had issued warnings for some areas of southern Beirut and southern Lebanon. No such warning was given for central Beirut, which was also hit.
Following the strikes, Israeli military spokesperson Avichay Adraee claimed on X that Hezbollah had moved out of its traditional Shi’ite stronghold in southern Beirut’s Dahiyeh neighbourhood to religiously mixed areas of the city, including in the north.
Addressing Hezbollah, he said, Israel’s military will “pursue you and act with great force against you wherever you are”.
More than 1,500 people have been killed in Israel’s air and ground campaign across Lebanon, including more than 130 children and more than 100 women, since March 2 when Hezbollah started firing rockets at Israel in solidarity with Tehran.
Israel has issued evacuation orders covering around 15 percent of Lebanese territory since then, mostly in the south and in suburbs south of Beirut. More than 1.2 million people have been displaced, according to Lebanese authorities.
Israel has also pledged to occupy southern Lebanon up to the Litani River as part of a “security zone” it says is intended to protect its northern residents.
“Hopefully a ceasefire will be reached,” said Ahmed Harm, a 54-year-old man displaced from Beirut’s southern suburbs. “Lebanon can’t take it anymore. The country is collapsing economically, and everything is collapsing.”
Outside a school sheltering displaced people in Sidon, pillows and blankets were piled onto cars as some families held out hope of returning home soon. On an astroturf football field, one family had packed plastic bags with clothes, pots and pans, towels, sheets and blankets.
“We’re just waiting for the official decision from the top, so we can go back,” said Samar al-Saibany, who was displaced from a village in the south.
Local mayor Mustafa al-Zein said more than 28,000 people were sheltering in the area as of Tuesday night. He cautioned residents against trying to return before an official signal.
“In the south, give someone a signal to return, and he’ll return,” Zein said.
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‘A Lot of Work to Do’ to Reopen Strait of Hormuz, UK’s Starmer Says on Gulf Trip
British Prime Minister Keir Starmer and US President Donald Trump (not pictured) hold a bilateral meeting at Trump Turnberry golf course in Turnberry, Scotland, Britain, July 28, 2025. Photo: REUTERS/Evelyn Hockstein
British Prime Minister Keir Starmer said on Wednesday there was still a lot of work to do to reopen the Strait of Hormuz following the US-Iran ceasefire, speaking during a visit to the Gulf.
Starmer will hold talks with regional leaders during the visit, which had been planned before the ceasefire was announced.
“We now … have a ceasefire, but there’s a lot of work to do, as you will appreciate, a lot of work to make sure that that ceasefire becomes permanent and brings about the peace that we all want to see,” he said in a speech to military personnel at a base in Saudi Arabia.
“But also a lot of work to do in relation to the Strait of Hormuz, which has an impact everywhere across the world.”
Starmer, who has been heavily criticized by US President Donald Trump for failing to support the US and Israeli strikes on Iran, has hosted multinational meetings on how allies could support the reopening of the key strait that is fundamental to oil and gas trade.
“It’s our job to make sure that the Strait is open, that we’re able to get the energy that the world needs out and stabilize the prices back in the United Kingdom,” Starmer told reporters.
British Foreign Secretary Yvette Cooper also spoke to her US counterpart, Marco Rubio, on Tuesday, about diplomatic measures to secure the reopening of the Strait, including last week’s UK-led meeting that brought together over 40 countries to discuss the issue.
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Netanyahu Backs US–Iran Ceasefire, Says Deal Excludes Lebanon
Israeli Prime Minister Benjamin Netanyahu participates in the state memorial ceremony for the fallen of the Iron Swords War on Mount Herzl, Jerusalem on Oct. 16, 2025. Photo: Alex Kolomoisky/POOL/Pool via REUTERS
i24 News – The office of Prime Minister Benjamin Netanyahu released a statement in the hours following the ceasefire agreement, announcing Israel’s support for the US-brokered two-week truce with Iran while clarifying that it does not extend to Lebanon.
In the statement, Netanyahu’s office said Israel backs the decision by US President Trump to suspend strikes against Iran for two weeks, on the condition that Tehran immediately reopens the Strait of Hormuz and halts all attacks against the United States, Israel, and countries in the region.
The statement added that Israel supports Washington’s broader objective of ensuring Iran no longer poses a nuclear, missile, or terrorism-related threat to regional and global security. According to the Prime Minister’s Office, the United States has reassured Israel that these goals will remain central in the upcoming negotiations.
“The United States has told Israel that it is committed to achieving these goals,” the statement said, noting that these priorities are shared by the US, Israel, and their regional allies.
It also stressed that the ceasefire does not apply to Lebanon, stating explicitly that “the two-week ceasefire does not include Lebanon.”
In the hours following the announcement, Iran launched additional missile strikes targeting Israel and several Gulf states before tensions appeared to ease toward morning.