Take the prime rib out the fridge 2 to 3 hours before cooking it. Helps the beef cook evenly.

Place the prime rib on a board and use clean kitchen towels to dry it. You can leave the kitchen towels wrapped around it for 2 to 3 minutes so that it can absorb the dampness.

Preheat the oven to 230° making sure the rack is in the middle of the oven but if your beef is too large drop the rack one level down.

Mix the Smell and Taste Involtini meat rub with the butter. Place the onion (wedged) and carrots into the roasting pan.

Spread the butter and spice mix over the roast. Wrap the legs in foil to prevent them burning.Sit the roast on the rack of your oven pan (if it has an inside rack) otherwise use the veggies as a rack and place the roast on the veggies. Pour 1 cup of the liquid (stock/water or wine or half and half) to the bottom of the tray. Pour it in from the side so it doesn't touch the roast. Why? because it helps stop the veggies burning under the high heat for these first couple of minutes, creates moisture which in turn helps keep the roast tender. Why do we lift the roast on a rack or on veggies? We need the air to move freely around the roast helping to cook the roast evenly. TIP: You can also give the roast height by sitting squashed up balls of foil under it.

Place the tray with the prepared prime rib into the oven to roast for 20 minutes.

Remove the roast from the oven and turn the heat down to 110°C but before returning the roast baste it with any juices from the dish, if there are non yet, use a drizzle of oil over the roast or any remaining butter mix. Either way, baste it before returning it to the oven to roast for about an our 15 minutes. If you want the roast as blushing pink as this one then you must be vigilant towards the end of the cooking time and check the doneness. We pulled this roast out in just over an hour when the internal temperature was 48°C. The rest of the cooking time takes place while it's resting. See note below.

Transfer to a plate and cover the roast with foil in a 'tent like' form (don't press the foil on that beautiful crust!) Rest the beef for 30 minutes before slicing into it. The internal temperature will rise between 52°C which will be the perfect medium rare doneness as per this recipe. Had we left this prime rib in for the full hour and 15minutes it would've reached an internal temp of 52°C and after resting 53/54 because the internal temp rises by 3°C or so while resting. My suggestion would be check the temp before you think it's ready because somehow that internal temperature seems to race!

Pour the pan juices over the meat before serving with the roasted carrots and onions or you can use the veggies to make a gravy. Enjoy!