Price responses following reductions in supply due to the invader are likely to redistribute economic impacts to consumers. This market response is expected to be particularly strong due to the inelastic nature of the production system. Vigilance among growers and citizens is critical to prevent an introduction and further spread of the disease. Communication of pest risk assessments to the public is key to fostering a better understand of mitigation strategies. As risks are shared between consumers and producers, invasive species should be contextualized as a societal challenge.