using DevExpress.XtraGrid.Views.Grid;

private void gridView1_RowStyle(object sender, 
DevExpress.XtraGrid.Views.Grid.RowStyleEventArgs e) {
   GridView View = sender as GridView;
   if(e.RowHandle >= 0) {
      string category = View.GetRowCellDisplayText(e.RowHandle, View.Columns["Category"]);
      if(category == "Beverages") {
         e.Appearance.BackColor = Color.Salmon;
         e.Appearance.BackColor2 = Color.SeaShell;
      }            
   }
}

Imports DevExpress.XtraGrid.Views.Grid

Private Sub GridView1_RowStyle(ByVal sender As Object, _ 
ByVal e As DevExpress.XtraGrid.Views.Grid.RowStyleEventArgs) Handles GridView1.RowStyle
   Dim View As GridView = sender
   If (e.RowHandle >= 0) Then
      Dim category As String = View.GetRowCellDisplayText(e.RowHandle, View.Columns("Category"))
      If category = "Beverages" Then
         e.Appearance.BackColor = Color.Salmon
         e.Appearance.BackColor2 = Color.SeaShell
      End If
   End If
End Sub

using DevExpress.XtraGrid.Views.Grid;
// ...
private void gridView1_RowCellStyle(object sender, RowCellStyleEventArgs e) {
   GridView View = sender as GridView;
   if(e.Column.FieldName == "Count" || e.Column.FieldName == "Unit Price") {
      string category = View.GetRowCellDisplayText(e.RowHandle, View.Columns["Category"]);
      if(category == "Seafood") {
         e.Appearance.BackColor = Color.DeepSkyBlue;
         e.Appearance.BackColor2 = Color.LightCyan;
      }
   }
}

Imports DevExpress.XtraGrid.Views.Grid
' ...
Private Sub GridView1_RowCellStyle(ByVal sender As Object, _ 
ByVal e As RowCellStyleEventArgs) Handles GridView1.RowCellStyle
   Dim View As GridView = sender
   If e.Column.FieldName = "Count" Or e.Column.FieldName = "Unit Price" Then
      Dim category As String = View.GetRowCellDisplayText(e.RowHandle, View.Columns("Category"))
      If category = "Seafood" Then
         e.Appearance.BackColor = Color.DeepSkyBlue
         e.Appearance.BackColor2 = Color.LightCyan
      End If
   End If
End Sub