This how I figured it out,
Protected Sub formview1_Databound(ByVal sender As Object, ByVal e As System.EventArgs) Handles formview1.DataBound
Dim InstructRow As HtmlTableRow = formview1.FindControl("HideTR")
Dim categlbl As Label = DirectCast(formview1.FindControl("cat"), Label)
If categlbl.Text = "Books" Then
InstructRow.Visible = False
End If
End Sub