You can do it! I have 3 boys, and they like vegetables. When we go to the grocery store they ASK for broccoli and asparagus! Other shoppers have even commented to me about their enthusiasm for vegetables. They also ask for junk food, so its not like they're not "normal", but that is a fairly rare treat. Anyway, how'd I do it? Like a lot of other posters have mentioned, keep offering it. Cut up veggies and dip is always big here. But they eat it straight also. I steam the carrots and broccoli, and usually just squeeze a lemon on the broccoli, and some salt. The carrots usually get garlic salt and a little butter. The asparagus gets tons of chopped garlic, olive oil, salt and pepper, and then grilled or broiled. Frozen peas (they love cause when the bit into one it causes an "explosion" in their mouth) get a quick boil and a little butter and salt.
In our house other options just werent offered. They either ate it, or they went hungry. I love to cook, but I am not going to be a short order cook fixing everyone something different. They still go through phases when some vegetable is in the doghouse, but it usually comes back into favor 3 months later.
As for lunches, I do buy the mandarin orange cups when clementines are out of season. (All 3 boys can peel their own clementines and love them, teachers don't want to have to "help" too much with lunch so make sure your kid can peel it himself.) Cut up carrots, celery, and cherry or grape tomatoes - no dip, mine eat them fine without - organic carrots that I peel and cut up myself taste way better than most of the other kinds of carrots we've tried; also I taste the tomatoes and make sure they actually taste good. Low sugar granola bar, pretzels, chocolate covered raisins or dark chocolate covered pomegranates for a treat in the lunch. No sugar natural peanut butter and jelly on whole wheat. Grapes, cut up apples. I have even done the frozen Go-gurts, I'm not thrilled with them nutrition-wise, but I get them every so often. My kids don't even want to buy the lunches at school (thank goodness, cause they appear nutritionally awful!). I do let them get chocolate milk at school, although I ask them to only get it once a week and stick with white the rest of the week. I doubt they do as asked in this regard, but until I can find an easy cheap way to send in milk I'm letting this go.
Stand firm - you're the Mom, just do what's best for them! Good luck!
D.