Preheat the oven to 350°F and place a rack in the middle position.
Season the short ribs, all over with salt and pepper
Heat a large dutch oven over medium-high heat. Add the short ribs and sear the meat on all sides, about 2 minutes per side, until golden brown. Transfer the ribs to a plate.
Remove all but a tablespoon of fat from the dutch oven. Turn the heat down to medium.Add the celery, carrot, onion and cook for about 5 minutes or until the vegetables are starting to soften and are picking up some golden brown colour.
Stir in the rosemary, tomato paste and soy sauce and cook for 30 seconds. Stir in the red wine and beef stock.
Nestle the short ribs into the brothy mixture. Bring the mixture to a simmer. Cover and place in the oven to cook for 2 ½ -3 hours. The larger sized ribs might take a little longer to get that “fall off the bone” texture.
Transfer the ribs from the braising liquid to a bowl. Remove the bones and discard. Pull or cut away the tender meat from the fatty bits. Discard the fatty bits.
Use a slotted spoon to remove the aromatics from the braising liquid and discard.Skim as much fat as possible off the top off the braising liquid.
Return the braised beef to the liquid to keep warm.
Mix together the parsley and lemon zest in a small bowl.
Serve the braised rib beef and its sauce over polenta, mashed potatoes or rice. Garnish with some of the parsley and lemon mix.