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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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The Yiddishist Yeshiva is open for registration
ס׳האָט זיך לעצטנס געשאַפֿן אַ נײַער סאָרט לייענקרײַז דורך פֿייסבוק, וווּ מע לערנט תּורה אויף ייִדיש צוזאַמען.
אינעם לייענקרײַז, וואָס הייסט „די ייִדישיסטישע ישיבֿה“, לייענט מען חומש מיט רש״י — סײַ אויפֿן אָריגינעלן לשון־קודש סײַ אויף ייִדיש־טײַטש. „די גרופּע איז אָפֿן פֿאַר אַלע מינים מענטשן,“ האָט דערקלערט דער לינגוויסט און ייִדיש־אַקטיוויסט לייזער בורקאָ, וועלכער האָט אָרגאַניזירט די גרופּע. „פֿרויען און מענער, ייִדן און נישט־ייִדן, געי און ׳גלײַך׳. נײַע תּלמידים דאַרפֿן פֿאַרשטיין ייִדיש גוט, אָבער זיי דאַרפֿן נישט האָבן קיין תּורהדיקן הינטערגרונט.“
די גרופּע טרעפֿט זיך יעדן דינסטיק דורך פֿייסבוק. נאָך מער פּרטים אָדער כּדי זיך צו פֿאַרשרײַבן, שטעלט זיך אין קאָנטאַקט מיט בורקאָ, אויפֿן אַדרעס leyzertag@gmail.com אָדער דורך פֿייסבוק.
The post The Yiddishist Yeshiva is open for registration appeared first on The Forward.
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A century-old Jerusalem photo album sparks search for forgotten images of the Western Wall
(JTA) — When David Freedman discovered a long-forgotten photo album in his parents’ Montreal basement last year, he found nearly 100 pages of century-old photographs from his grandfather’s year in British Mandate Palestine, capturing Jerusalem street scenes, market stalls and holy sites.
The photographs were not only century-old and in near-perfect condition, but included figures who would later become central to Jewish medical and political history, among them Israel’s future first president Chaim Weizmann, Jerusalem ophthalmologist Abraham Ticho, malaria researcher Israel Kligler, future British prime minister Winston Churchill and Herbert Samuel, Britain’s first high commissioner for Palestine.
David Freedman said he knew he had “struck gold” when he found the album, which had been untouched for decades. “I realized in disbelief I was looking at extraordinary images of Jerusalem,” he said.
Though Freedman said the album showed his grandfather’s “passion for skillful, impromptu photography,” it was images of a site that epitomizes endurance that are having the broadest impact.
Freedman’s pictures of the Western Wall has inspired a public appeal by the Tower of David Jerusalem Museum, which is asking people to look through old albums and attics for photographs, postcards and other visual material that could help expand the historical record of Judaism’s holiest site.
The request comes ahead of a major exhibition opening in 2027 marking 60 years since the 1967 Six-Day War brought the wall, known in Hebrew as the Kotel, under Jewish control for the first time in nearly two millennia.
Although the Western Wall is now one of the most photographed sites in the world, museum curators say the visual record of earlier decades remains surprisingly fragmented, with many of the most intimate images likely still tucked away in private collections and family albums.
“The Western Wall, the Kotel, in its simplest form, is a structure of ancient stones. Yet its true meaning has never resided in the stones alone — it has been shaped and elevated by the countless individuals who have stood before it over the centuries,” Eilat Lieber, the museum’s director and chief curator, said in a statement.
Next year’s exhibition, titled “Eyes on the Wall” and curated by Shimon Lev and Yael Brandt, will be the first large-scale exhibition dedicated entirely to the Western Wall, the museum said, and will trace its transformation over nearly 2,000 years. It will be one of the major exhibitions staged by the Tower of David Museum since it reopened in 2023 after a $50 million renovation of its ancient citadel complex.
The wall, the exposed section of an ancient retaining wall around the Temple Mount, the site of the biblical Jewish temples, has long been Judaism’s most sacred places of prayer and pilgrimage. From 1948 until the 1967 Six-Day War, when Israel captured the Old City and East Jerusalem from Jordan, Jews were barred from going there.
Among its most iconic images was David Rubinger’s photograph of three Israeli paratroopers standing at the wall shortly after its capture, looking upward in a mixture of awe and disbelief. The picture was taken 59 years ago this week.
Abraham Orkin Freedman, a Canadian physician and Zionist activist, took his photographs before the site was so contested. He arrived in Palestine in July 1920, just as Britain was replacing military rule with a civil administration, and stayed until 1922, serving during that period as managing director of Hadassah Hospital. His grandson David, also a doctor, said the album’s timing gives it much of its historical value, with photographs that capture people in the streets, as well as the terrain and buildings of Jerusalem during the nascent years of the British Mandate.
Among the images Freedman uncovered, the one that struck him most was a photograph of women praying side by side with men at the oldest part of the Western Wall, a scene far removed from the gender-separated prayer sections at the site today. The question of mixed-gender prayer at the Wall remains politically charged, with a recent High Court order to advance the egalitarian section followed by Knesset moves to strengthen Chief Rabbinate control over prayer at the site.
After recognizing the album’s significance, Freedman met with his family who decided collectively to give it to the Tower of David Jerusalem Museum for safekeeping, research and public access. Freedman said the family was proud the album had found “a new home, not many meters from where my grandfather once stood.”
Lev said he hoped the appeal would bring more discoveries like Freedman’s into public view, expanding the visual record of the Western Wall beyond official archives.
“There is something profoundly moving in the moment when an intimate private photograph transcends its original purpose and becomes an important historical testimony,” Lev said.
This article originally appeared on JTA.org.
The post A century-old Jerusalem photo album sparks search for forgotten images of the Western Wall appeared first on The Forward.
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5th man charged in March arson of London’s Hatzola ambulances
(JTA) — Britain’s Crown Prosecution Service announced Tuesday that an 18-year-old man has been charged in connection with the March arson attack that destroyed four ambulances owned by Hatzola, a Jewish volunteer emergency service.
Subhan Ahmed, a British national, was charged on Monday with “assisting an offender” in connection with the arson.
The ambulances were set ablaze in the early morning of March 23 in Golders Green, a heavily Jewish neighborhood in London. The incident spurred increased patrols in Jewish communities.
The charge is the latest development in an investigation being led by the Metropolitan Police’s counter-terrorism unit.
Four others have already been charged in connection with the attack.
Three British nationals — 20-year-old Hamza Iqbal, 19-year-old Rehan Khan and 18-year-old Judex Atshatshi — along with a 17-year-old dual British and Pakistani national were all charged in April with “committing arson, destroying or damaging property, and being reckless as to whether life would be endangered.”
The four have remained in custody ahead of a trial planned for January. Ahmed, meanwhile, was released ahead of a June 16 court date.
The ambulance arsons came at the early edge of a wave of incidents that have put London Jews on edge and induced the city’s police force to step up their presence in Jewish communities. The incidents have included multiple incendiary devices placed near synagogues as well as the stabbing in April of two Jewish men in Golders Green. The Metropolitan Police reported last week that antisemitic hate crimes in the capital rose 72% in May.
Following the announcement of Ahmed’s charge, the Community Security Trust, a Jewish organization, thanked the police and the Crown Prosecution Service “for their ongoing work investigating this attack and other arson incidents targeting the Jewish community.”
It added in a statement, “These are very serious allegations, and it is right that those responsible are being held accountable.”
This article originally appeared on JTA.org.
The post 5th man charged in March arson of London’s Hatzola ambulances appeared first on The Forward.
