To do this in the Code Behind (VB.NET)
Dim txtCol As New DataGridTextColumn
Dim style As New Style(GetType(TextBlock))
Dim tri As New Trigger With {.Property = TextBlock.TextProperty, .Value = "John"}
tri.Setters.Add(New Setter With {.Property = TextBlock.BackgroundProperty, .Value = Brushes.Green})
style.Triggers.Add(tri)
xtCol.ElementStyle = style