Preheat the oven to 350 degrees. In a large Dutch oven over medium high heat, heat the olive oil until almost smoking. Sprinkle both sides of the beef ribs with the salt and pepper and brown them in the hot oil on both sides. You will probably need to do this in 2 to 3 batches. Remove the browned beef to a plate.
Add the carrots, celery and onion to the pan and stir to pick up the browned bits on the bottom of the pot. Add the flour, tomato paste and Italian seasoning to the pot, and stir for 30 seconds. Whisk in the beef broth. Add the garlic, lemon peel and bay leaves to the stock and then return the beef and any collected juices to the pot. Bring the whole thing to a simmer and then cover with a tight fitting lid. Move the dish to the oven and cook for 2 ½ to 3 ½ hours or until the meat is tender. Let cool for 10 minutes before serving. Serve over mashed potatoes, parmesan grits or wide noodles.
Tip: Feel free to make this dish a day or two in advance. It only gets better with age!