CPU optimization

[Mircea Luca <mluca@canada.com>]

Hi

I'd like to recompile some parts of my install(sid) specific for my
system
mainly what is set up already in .bash_profile (for both root and user) 
-----------------------------------------
#Begin /root/.bash_profile
alias ls='ls -a -color'
PS1='\u:\w$'
TERM=linux
CFLAGS="-O3 -march=k6 -mcpu=k6"
CXXFLAGS=$CFLAGS
export PS1 TERM CFLAGS CXXFLAGS
#EOF
-------------------------------------------
now any idea how would I tell dpkg-buildpackage about it ?
I looked through the manual and the packaging manuals but ....well I
wouldn't post here if I would've find anything.
The above settings don't seem to do anything.

Thanks