Last spring, the Lee Brothers, Matt and Ted, were approached by the Food Network to film a segment on something called “Lowcountry Lowdown.”

Matt remembers having a suspicion at the time that it might be a reality show or something, but they went along with it, demonstrating their Country Captain recipe. In June, the Food Network called again and said they wanted the brothers to do one more segment, this time in New York City.

“So they had us come and do one more day of explaining Country Captain,” says Matt, “out on a barge on the Hudson River.”

When Bobby Flay showed up to challenge them to a Country Captain throwdown, they were totally duped.

The segment airs on Wednesday night, a day after their new cookbook Simple Fresh Southern hits stores nationwide.

Expect to see a lot more of the Lee Bros. as the media blitz begins.

This week, they embark on a book tour of the South. They’ll return to Charleston for a launch party at William-Sonoma on Saturday and a book signing at the Mt. Pleasant Barnes & Noble on Sunday.

On Tuesday morning, they’ll make an appearance on the Today Show, and they’ll be featured in several magazines, including a Lowcountry crab crackin’ in Coastal Living and a Southern thanksgiving feast in Country Living.

In December, they’ll get a nice long segment on Martha Stewart’s show, and then they’ll be back in Charleston for an appearance at Charleston Cooks on Dec. 14.

In the meantime, you can follow them on their newly relaunched website.