Custom Field Text Not Showing Up in Task Viewer?

Having a bit of a problem -

We have several custom fields which are used for grouping purposes, but I cannot get the text in these fields to populate in the task view in PWA (My Work -> My Tasks).  As an example, lets say I have a custom text column called "Manufacturing Unit".  It's a global field, and it shows up just fine in both MSP client and the project view in PWA, and makes sorting by manufacturing unit very easy.  Any changes I make in either the client or the PWA are correctly captured and reflected appropriately.  Now, if I add the column to the view in My Tasks, the column itself appears, but no data is in it.  If I add the text manually and submit/approve changes to the task, the text remains, but does not propagate to the appropriate location in the plan.  It's as if the custom column in the task view is completely disconnected from the very same custom column in the plan itself.  Any ideas?