about three years ago, IPSU purchased an additional 5% stake in Wholesome for $4 million---that would indicate the company was worth about $80 million total at the time...three years later,it is probably worth at least $100 million, meaning IPSU would only need about $50 million to complete its purchase!
It'll be a lot more than that. $80 million or more for the half they don't already own.
The option is to purchase at a fixed multiple of Wholesome's earnings. Those earnings have been growing very quickly (EBITDA up 43% in 2010), so the value of Wholesome has probably more than doubled since July 2008.