Primi Collantes is the 4th generation of Primis running his family property. Right now this numbers 39 hectares of owned vines, and he doesn't work with anything he doesn't own and control. The Collantes family has two properties: Finca Matalian and Finca Pozo Galbán. Primi's are the most significant on Chiclana's paltry 100 hectares of vines. In 1977, around when "Sherry" collapsed, Chiclana had 4,700 hectres and was the second biggest producing town in the region behind only Jerez itself. Chiclana is just 2% of what it was 40 years ago. My money's on Primi putting it right back on the map.