During the Gold Rush, it was the merchants selling sifting pans who struck it rich and not the legions of 19th century fortune seekers looking for wealth in California’s rivers. Santa Rosa brothers Rick and Jason Barretta applied that wisdom to the nascent marijuana industry about 10 years ago when they opened Santa Rosa Hydroponics and Grower Supply in a dilapidated old flower shop on Highway 12 in Rincon Valley.