SqlBulkCopy retain multiple row in cell

I am using SqlBulkCopy to import Excel data to mssql. I have many rows of data in Excel with 2 columns which the content has Line Feed and Carriage Return (I understand from reading online below is true)

Chr(10)== vbLF == Line Feed (LF)
Chr(13)== vbCR == Carriage Return(CR)
Chr(13)& Chr(10)== vbCrLf == Carriage Return/Line Feed

The SqlBulkCopy is working perfectly but I want to retain the Carriage Return/Line Feed which is in the Excel cell when its imported to mssql. Currently it is inserted as a long string.

Example: One of the cells has the contents below [multiple rows in single cell].

1st line in cell 12nd line in cell 1

When I use SqlBulkCopy to import Excel data to mssql, the above status column is inserted as

"1st line in cell 12nd line in cell 1"

How can I retain the "Carriage Return/Line Feed" from the Excel cell so that it will insert in database as below?

1st line in cell 12nd line in cell 1

Below is the code I have.

Dim conectionstring As String =""If strExt.ToLower()=".xls"Then
    conectionstring ="Provider=Microsoft.Jet.OLEDB.4.0;Data Source="& Excel &";Extended Properties=Excel 8.0"
ElseIf strExt.ToLower()=".xlsx"Then
    conectionstring ="Provider=Microsoft.ACE.OLEDB.12.0;Data Source="& Excel &";Extended Properties=Excel 12.0"EndIf
Dim ExcelConnection As New System.Data.OleDb.OleDbConnection(conectionstring)
ExcelConnection.Open()
Dim expr As String ="SELECT * FROM [Sheet1$] where not U_Id is null"
Dim objCmdSelect As OleDbCommand = New OleDbCommand(expr, ExcelConnection)
Dim objDR As OleDbDataReader
Dim SQLconn As New SqlConnection()

SQLconn.ConnectionString = ConnString
SQLconn.Open()Using bulkCopy As SqlBulkCopy = New SqlBulkCopy(SQLconn)

    bulkCopy.DestinationTableName ="SL_DataInfo_Temp"
    bulkCopy.ColumnMappings.Add("U_Id","di_id")
    bulkCopy.ColumnMappings.Add("File_Ref","di_fileRef")
    bulkCopy.ColumnMappings.Add("Date","di_date")
    bulkCopy.ColumnMappings.Add("Status","di_status")

    objDR = objCmdSelect.ExecuteReaderIf objDR.HasRows Then''And objDR.FieldCount >=13Then
        bulkCopy.WriteToServer(objDR)
        ExcelConnection.Close()
        SQLconn.Close()EndIfEndUsing