With a history dating back to antiquity, Gümüşhane had been known with orcharding for years; however, the rapid decline of the rural population has brought orcharding and genuine fruit races to the brink of extinction. Any significant production has not been remained even in the case of apple, which is the symbol of the city. Nevertheless, some only with the names survived, the number of apple races unique to Gümüşhane is the sign of the plant growing potential and the distinct climate of the region. As the home of such a flora, Gümüşhane has the potential to be the national production centre of the plants that would be used in afforestation and land reclamation; also carries potential to take part in the growing market of organic products. Beyond such goals that can be reached at primary stages, the botanical diversity in the region offers the opportunity to promote the province and to make there an attraction point for alternative tourism activities. Climate in Gümüşhane and its land structure makes it possible for endemic species and races to grow. Without any need for human intervention, such plants maintain their existence without being affected by agrarian decline, they offer means to promote the province, as seen in the case of rosehip. Considering the difficulty of transportation in mountainous areas and the low density of population, it is possible that some plants remain unidentified or without their distinctive features noticed. First, the question of whether the regional flora recognized by the local public was dealt with, therefore the eventuality of finding local support was questioned. For the research, an apple race specific to Gümüşhane, which is called as "waterless apple" or "wild apple" by local people, though not mentioned in the literature, has been chosen as the subject of study. With this purpose, interviews were applied to the people reached living in the city centre and nearby villages of the province. In the frame of the findings, it has been observed that the people especially above the middle ages knew an apple breed with interesting characteristics which grows wild on arid hillsides and even the fruits have supplied additional income to the elder people who know the ways to gather them in autumns. On the other hand, being remained as undiscovered of the plant depends on similar reasons with the decline of fruit agriculture and with the stance of Gümüşhane being stayed as a relatively unknown region. Keywords: Branding, neo liberal globalisation, modern signs, regional promoting, organic agriculture, afforestation, undomesticated apple