I have to get forceful as well, and it is so weird! In all other areas, I can say No and he respects that. But he will push junk food on me like there's no tomorrow. He says it is because he feels bad eating like that in front of me. I tell him that I don't care what he does--I have a job to do and I will get it done, no matter who is eating what and where they are eating it.
He is very conscious of being a "pig" in front of me. It's strange. He's neurotic, what can I say.