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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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Trump Safe After Being Rushed from White House Correspondents Dinner, Shooter in Custody
U.S. President Donald Trump is escorted out as a shooter opens fire during the annual White House Correspondents’ Association dinner in Washington, D.C., U.S., April 25, 2026, in this screen capture from video. REUTERS/Bo Erickson
President Donald Trump and first lady Melania Trump were rushed out of the White House Correspondents’ Association dinner by Secret Service agents on Saturday night after a man armed with a shotgun tried to breach security, officials said.
A man armed with a shotgun fired at a Secret Service agent, an FBI official told Reuters. The agent was hit in an area covered by protective gear and not harmed, the official said.
All federal officials, including Trump, were safe. About an hour after Trump was rushed from the event, he posted on Truth Social that a “shooter had been apprehended.”
“Quite an evening in D.C. Secret Service and Law Enforcement did a fantastic job,” Trump added.
Shortly afterwards, he posted, “The First Lady, plus the Vice President, and all Cabinet members, are in perfect condition.” He said he would be holding a White House press conference on Saturday night.
Anthony Guglielmi, a Secret Service spokesman, said the service was investigating a shooting near the main screening area at the entrance to the event.
After the sound of shots, dinner attendees immediately stopped talking and people started screaming “Get down, get down!”
Hundreds of guests dove under the tables as Secret Service officers in combat gear ran into the dining room. Trump and the first lady had bent down behind the dais before being hustled out by Secret Service officers.
Many of the 2,600 attendees took cover while waiters fled to the front of the dining hall.
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Trump Cancels Envoys’ Pakistan Trip, in Blow to Hopes for Iran War Breakthrough
US President Donald Trump speaks on the day he honors reigning Major League Soccer (MLS) champion Inter Miami CF players and team officials with an event in the East Room of the White House in Washington, DC, US, March 5, 2026. Photo: REUTERS/Jonathan Ernst
President Donald Trump canceled a trip by two US envoys to Iran war mediator Pakistan on Saturday, dealing a new setback to peace prospects after Iran’s foreign minister departed Islamabad after speaking only to Pakistani officials.
While peace talks failed to materialize Saturday, Israeli Prime Minister Benjamin Netanyahu ordered his troops to “forcefully” attack Hezbollah targets in Lebanon, his office said, further testing a three-week ceasefire.
Trump told reporters in Florida that he decided to call off the planned visit by US envoys Steve Witkoff and Jared Kushner because the talks in Islamabad involved too much travel and expense, and Iran’s latest peace offer was not good enough for him.
Before boarding Air Force One on Saturday for a return flight to Washington, Trump said Iran had improved an offer to resolve the conflict after he canceled the visit, “but not enough.”
In a social media post, Trump also wrote there was “tremendous infighting and confusion” within Iran’s leadership.
“Nobody knows who is in charge, including them. Also, we have all the cards, they have none! If they want to talk, all they have to do is call!!!” he posted on Truth Social.
Iranian Foreign Minister Abbas Araqchi earlier left the Pakistani capital without any sign of a breakthrough in talks with Pakistani Prime Minister Shehbaz Sharif and other senior officials.
Araqchi later described his visit to Pakistan as “very fruitful,” adding in a social media post that he had “shared Iran’s position concerning (a) workable framework to permanently end the war on Iran. Have yet to see if the U.S. is truly serious about diplomacy”.
Iranian media reported that Araqchi had flown to Oman’s capital Muscat, saying he will meet with senior officials to “discuss and exchange views on bilateral relations and regional developments”.
Sharif wrote in a post on X that he spoke with Iranian President Masoud Pezeshkian about the regional security situation and told him that Pakistan was committed to serving “as an honest and sincere facilitator — working tirelessly to advance durable peace and lasting stability.”
Tehran has ruled out a new round of direct talks with the United States and an Iranian diplomatic source said his country would not accept Washington’s “maximalist demands.”
IRAN AND US AT AN IMPASSE
Washington and Tehran are at an impasse as Iran has largely closed the Strait of Hormuz, which normally carries one-fifth of global oil and liquefied natural gas shipments, while the US blocks Iran’s oil exports.
The conflict, in which a ceasefire is in force, began with US-Israeli airstrikes on Iran on February 28. Iran has since carried out strikes against Israel, US bases and Gulf states, and the war has pushed up energy prices to multi-year highs, stoking inflation and darkening global growth prospects.
Araqchi “explained our country’s principled positions regarding the latest developments related to the ceasefire and the complete end of the imposed war against Iran,” said a statement on the minister’s official Telegram account.
Asked about Tehran’s reservations over US positions in the talks, an Iranian diplomatic source in Islamabad told Reuters: “Principally, Iranian side will not accept maximalist demands.”
White House press secretary Karoline Leavitt had said the US had seen some progress from the Iranian side in recent days and hoped more would come over the weekend, while Vice President JD Vance was ready to travel to Pakistan as well.
Vance led a first round of unsuccessful talks with Iran in Islamabad earlier this month.
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Hezbollah Says Ceasefire ‘Meaningless’ as Fighting Continues in South
Israeli military vehicles and soldiers in a village in southern Lebanon as the Israeli army operates in it as seen from the Israeli side of the border, April 23, 2026. Photo: REUTERS/Ayal Margolin
Lebanon’s Hezbollah said a US-mediated ceasefire in the war with Israel was meaningless a day after it was extended for three weeks, as Lebanese authorities reported two people killed by an Israeli strike and Hezbollah downed an Israeli drone.
US President Donald Trump announced the three-week extension on Thursday after hosting Israeli and Lebanese ambassadors at the White House. The ceasefire agreement between the governments of Lebanon and Israel had been due to expire on Sunday.
While the ceasefire has led to a significant reduction in hostilities, Israel and Iran-backed Hezbollah have continued to trade blows in southern Lebanon, where Israel has kept soldiers in a self-declared “buffer zone.”
Responding to the extension, Hezbollah lawmaker Ali Fayyad said “it is essential to point out that the ceasefire is meaningless in light of Israel’s insistence on hostile acts, including assassinations, shelling, and gunfire” and its demolition of villages and towns in the south.
“Every Israeli attack… gives the resistance the right to a proportionate response,” he added.
Hezbollah is not a party to the ceasefire agreement, and has strongly objected to Lebanon’s face-to-face contacts with Israel.
BUFFER ZONE
The April 16 agreement does not require Israeli troops to withdraw from the belt of southern Lebanon seized during the war. The zone extends 5 to 10 km (3 to 6 miles) into Lebanon.
Israel says the buffer zone aims to protect northern Israel from attacks by Hezbollah, which fired hundreds of rockets at Israel during the war.
Hostilities between Hezbollah and Israel reignited on March 2, when the group opened fire in support of Iran in the regional war. The ceasefire in Lebanon emerged separately from Washington’s efforts to resolve its conflict with Tehran, though Iran had called for Lebanon to be included in any broader truce.
Nearly 2,500 people have been killed in Lebanon since March 2, the Lebanese health ministry says.
ISRAELI MILITARY WARNS RESIDENTS TO LEAVE TOWN
Lebanon’s health ministry said an Israeli airstrike killed two people in the southern village of Touline on Friday.
Hezbollah shot down an Israeli drone, the group and the Israeli military said. Hezbollah identified it as a Hermes 450 and said it had downed it with a surface-to-air missile.
An Israeli drone was heard circling above Beirut throughout the day on Friday, Reuters reporters said.
The Israeli military warned residents of the southern town of Deir Aames to leave their homes immediately, saying it planned to act against “Hezbollah activities” there.
Deir Aames is located north of the area occupied by Israeli forces, and it was the first time Israel had issued such a warning since the ceasefire came into force on April 16. Posted on social media, the Israeli warning gave no details of the activities it said Hezbollah was conducting in the town.
The Israeli military also said it had intercepted a drone prior to its crossing into Israeli territory, and that sirens were sounded in line with protocol.
WAR-WEARY RESIDENTS SEEK END TO FIGHTING
The continued fighting has angered war-weary Lebanese, who say they want to see a genuine ceasefire put a full halt to violence.
“What’s this? Is this called a ceasefire? Or is this mocking (people’s) intelligence?” said Naem Saleh, a 73-year-old owner of a newsstand in Beirut.
Residents of northern Israel had mostly returned to daily life, but expressed pessimism about the longevity of the ceasefire with Lebanon.
“I believe that the ceasefire is so fragile, and unfortunately it won’t stand long, in my opinion,” said Eliad Eini, a resident of Nahariya, which lies just 10 km (6 miles) from the border with Lebanon.
On Wednesday, Israeli strikes killed at least five people in the south, including a journalist.
Israel’s Ambassador to Washington Yechiel Leiter, in his opening remarks at Thursday’s talks, said “Lebanon should acknowledge the temporary presence of the IDF (Israel Defense Forces) and the right of Israel to defend itself from a hostile force that is firing on the population.”
Lebanon’s Ambassador to the United States Nada Moawad, in a written statement sent to Reuters, called for the ceasefire to be fully respected and said it would allow the necessary conditions for meaningful negotiations.
Lebanon has said it aims to secure the full withdrawal of Israeli troops from its territory in broader talks with Israel at a later stage.
Trump said on Thursday that he looked forward to hosting Israeli Prime Minister Benjamin Netanyahu and Lebanese President Joseph Aoun in the near future, and said there was “a great chance” the two countries would reach a peace agreement this year.
Hezbollah attacks killed two civilians in Israel after March 2, while 15 Israeli soldiers have died in Lebanon since then, Israel says.