This might be necroing an old thread, but it's relevant. You can have quotes in popmenu commands, and you can string multiple commands together. The following for example works:
Option "ITF" <¯o ITF "targetcustomnext alive Cyst$$targetcustomnext alive Gene$$target_custom_next Nict"&>
Surround the main command with <& and &>, then use quotes all day long.