Using private NPM packages in with cf-pages

I'm working on a cf-pages that uses private npm packages, from it's own registry.
To have it working locally for me, by having added a personal access token from github as NPM_AUTH_TOKEN in my .bashrc.
And the registry is set in .npmrc in the repo, so that should be fine.

But I don't know where to add the NPM_AUTH_TOKEN for the cf-pages to install and build?
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