How long does picky eating usually lasts? I've read the same things in the web over and over. Anybody who has a different approach or best tip to deal with it?

If you will not try to correct his picky eating habit, it will go on to stay for years, may be till he is in his teens and sometimes even in adulthood. I think you should feed him whenever he is hungry and not it is time for him to eat. Because if he has already started rejecting then you have to feed him when he is hungry so that he eats food out of hunger without thinking too much about what is on the plate.