ต้องการแสดงชื่อประเภทสินค้า ใน RowDataBound ต้องทำอย่างไรครับ

Imports System.Data
Imports System.Data.SqlClient
Partial Class Admin_Productlist
    Inherits System.Web.UI.Page
    Dim objConn As SqlConnection
    Dim objCmd As SqlCommand

    Protected Sub Page_Load(ByVal sender As Object, ByVal e As System.EventArgs) Handles Me.Load
        Dim strConnString As String
        strConnString = "Server=localhost;UID=sa;PASSWORD=30011991;database=db_JSPJ;Max Pool Size=400;Connect Timeout=600;"
        objConn = New SqlConnection(strConnString)
        objConn.Open()

        BindData()
    End Sub
    Protected Sub BindData()
        Dim strSQL As String
        strSQL = "SELECT * FROM Product ORDER BY p_code "

        Dim dtReader As SqlDataReader
        objCmd = New SqlCommand(strSQL, objConn)
        dtReader = objCmd.ExecuteReader()

        '*** BindData to GridView ***'
        dgvPro.DataSource = dtReader
        dgvPro.DataBind()

        dtReader.Close()
        dtReader = Nothing

    End Sub

    Protected Sub Page_Unload(ByVal sender As Object, ByVal e As System.EventArgs) Handles Me.Unload
        objConn.Close()
        objConn = Nothing
    End Sub

    Protected Sub dgvPro_RowDataBound(ByVal sender As Object, ByVal e As System.Web.UI.WebControls.GridViewRowEventArgs) Handles dgvPro.RowDataBound

        Dim lblid As Label = DirectCast(e.Row.FindControl("lblid"), Label)
        If Not IsNothing(lblid) Then
            lblid.Text = e.Row.DataItem("p_id")
        End If

        Dim lblbrand As Label = DirectCast(e.Row.FindControl("lblbrand"), Label)
        If Not IsNothing(lblbrand) Then
            lblbrand.Text = e.Row.DataItem("p_brand")
        End If

        Dim lblgen As Label = DirectCast(e.Row.FindControl("lblgen"), Label)
        If Not IsNothing(lblgen) Then
            lblgen.Text = e.Row.DataItem("p_generat")
        End If

        Dim lbldetail As Label = DirectCast(e.Row.FindControl("lbldetail"), Label)
        If Not IsNothing(lbldetail) Then
            lbldetail.Text = e.Row.DataItem("p_detail")
        End If

        Dim lblcate As Label = DirectCast(e.Row.FindControl("lblcate"), Label)
        If Not IsNothing(lblcate) Then
            lblcate.Text = e.Row.DataItem("cate_id")
        End If

        Dim lbltotal As Label = DirectCast(e.Row.FindControl("lbltotal"), Label)
        If Not IsNothing(lbltotal) Then
            lbltotal.Text = e.Row.DataItem("p_total")
        End If

        Dim lblprice As Label = DirectCast(e.Row.FindControl("lblprice"), Label)
        If Not IsNothing(lblprice) Then
            lblprice.Text = e.Row.DataItem("p_price")
        End If

        '*** Picture ***'
        Dim ImgPic As Image = DirectCast(e.Row.FindControl("ImgPic"), Image)
        If Not IsNothing(ImgPic) Then
            ImgPic.ImageUrl = "ViewImg.aspx?p_code= " & e.Row.DataItem("p_code")
        End If

        '*** Hyperlink ***'
        Dim hplEdit As HyperLink = DirectCast(e.Row.FindControl("hplEdit"), HyperLink)
        If Not IsNothing(hplEdit) Then
            hplEdit.Text = "Edit"
            hplEdit.NavigateUrl = "EditPro.aspx?p_code=" & e.Row.DataItem("p_code")
        End If
    End Sub

End Class