I'm really not sure how you can force feeding choices in a child. That is one of the only things kids have control over, whether or not they eat. It's our job to provide healthy choices, and their choice to eat it. I'm sure that is very stressful for you! I completely agree with mandalinn too - not giving in but comforting is OK. What is your approach the other 25% of the time? Also I assume you give him as much choice as possible, in day to day things? I always give my DS 2 choices of things, like shirt, what to eat, what to bring with us when we go out, etc etc. I try to let him have as much "control" over things as possible, as long as either choice is acceptable to me!!
I also wanted to add that while my DS is a good eater, if I want him to try something new that I think he might be weird about, I get him involved in making it. I like to have him involved in the kitchen anyways - he loves it and it gets him excited about what's for dinner. It doesn't always work that he eats whatever it is, but I try to get him to at least take a taste of it. I don't do fights though - if he doesn't want it I don't force it.