Britain's foul-mouthed chef who parlayed his international restaurants into TV stardom is eyeing Toronto as a new place not to be a "celebrity."

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Gordon Ramsay told CTV News during a tour to promote his cookbook, "Gordon Ramsay's Fast Food," he likes the Canadian city but doesn't like the label associated with being the star of television's "Hell's Kitchen" and "Ramsay's Kitchen Nightmares," a prolific author and holder of multiple Michelin stars for his restaurants in Britain, Dubai, Ireland, New York, Paris and Tokyo.

"I hate that word -- celebrity," he said. "I'm a real chef."

He also has an epithet-laced TV show slated to start airing in Canada in the fall called "The F-Word," the network reported.

The 41-year-old father of four teased the network about opening a Toronto venue by saying he already had a Canadian talent pool of more than 20 people working for him.

"Trust me, by September I will keep you posted, yes?" he said.