[RESOLVED] [2008] SQL return correct values - GridView column is blank

[nmadd]

I've just started using ASP.NET again after a long layoff. I wasn't any good back then and now I'm worse. This is also my first work with Oracle 9i. Long story short:

GetSellOffDates SQL in TableAdapter

select
  to_date(custd.FIELD_VALUE, 'dd-mon-yyyy'),
  ag.AGREEMENTS_ABBR,
  ag.AGREEMENTS_NAME,
  ag.CONTRACTSTATUS_NAME,
  ag.CONTRACT_CODE,
  ag.SITE_CODE,
  custd.INTERNAL_DESCRIPTIONS_CODE,
  custd.DESCRIPTIONS_NAME
from V_REPCUSTOMFIELDDATA custd
  right join V_AGREEMENT ag
    on custd.ASSOCIATED_WITH_INTERNAL_KEY = ag.CONTRACT_CODE
where 
  custd.INTERNAL_DESCRIPTIONS_CODE = 35
  and ag.AGREEMENTS_ABBR like upper(:licensorNum)
  and custd.FIELD_VALUE between 
    to_date(:sellOffStart, 'mm/dd/yyyy') and to_date(:sellOffEnd, 'mm/dd/yyyy')
order by
  custd.FIELD_VALUE,
  ag.AGREEMENTS_ABBR

Building and filling the GridView:

' Blank column
Dim sellOff As New BoundField()
sellOff.HeaderText = "Sell Off Date"
sellOff.DataField = "FIELD_VALUE"
Me.GridView1.Columns.Add(sellOff)
 
' This one is fine as are all others.
Dim licensorNum As New BoundField()
licensorNum.HeaderText = "Licensor Number"
licensorNum.DataField = "AGREEMENTS_ABBR"
Me.GridView1.Columns.Add(licensorNum)
 
<snip>
 
Dim ta As New MMDataSetTableAdapters.V_REPCUSTOMFIELDDATATableAdapter
Dim dt As Data.DataTable = ta.GetSellOffDates("%" & Me.licensorNum.Text & "%", Me.sellOffStart.Text, Me.sellOffEnd.Text)
 
Me.GridView1.DataSource = dt
Me.GridView1.DataBind()

Everything works just fine, except for the fact that the "Sell Off Date" column in my GridView is blank. Every cell in this column is empty. However, the results appear to be returned correctly - i.e. I get the right number of rows based upon the values of my Parameters, the Order By clause orders the rows correctly and all the columns are populated EXCEPT for the "Sell Off Date" column. Does that make sense?

I'm sure I'm missing some easy, probably in the formatting of the column, but I've been staring at it a long time to no avail. Any help is appreciated.