Pat the short ribs dry with paper towels and season generously with salt and pepper.
Heat olive oil in a large Dutch oven over medium-high heat and sear the ribs on all sides until well browned. Remove and set aside.
In the same pot, add carrots, onion, and celery. Sauté until softened, about 8-10 minutes.
Add garlic and tomato paste, stirring for 2 minutes to caramelize slightly.
Deglaze the pan with the non-alcoholic red grape juice or broth, scraping up any browned bits.
Return the ribs to the pot along with the herbs, bay leaves, parmesan rind, crushed tomatoes, and beef broth.
Bring to a simmer, cover, and cook on low heat for 3 to 4 hours until the meat is fork-tender.
Remove the ribs, shred the meat, discard bones and cartilage, and return the meat to the sauce.
Stir in heavy cream and adjust seasoning.
Serve over freshly cooked pappardelle and top with grated parmesan.