Toast the fennel, coriander and cumin seeds in a sauté pan until fragrant and oils have been released. Grind in a spice grinder until in powder form. Feel free to use ground spices if you prefer, but use a 1/2 tsp LESS of each.
In a small bowl whisk together the toasted/ground spices and all the remaining dry rub ingredients and rub all over ribs. Wrap the ribs back up in the butcher's paper (it has a great wax interior side to keep juices from dripping out), and seal with aluminum foil. Place in the refrigerator for 24 hours.