My kids are good eaters, but what they want to eat changes, and I let it change. I do try to make sure there is at least one thing per meal that I know they like.
I am determined to not battle about food in any way. I want them to have a positive relationship with food. We have a good diet around here, and processed foods (like cereal and crackers) are occasional treats, not daily fare. We just don't have them in the house, so there's no battle about it.
Veggies -- my kids are more likely to eat certain kinds of veggies if they are in soup -- chicken or turkey wild rice is a particular favorite. They also love "teriyaki". I make a stir fry seasoned with garlic, tamari, a bit of fish sauce, and a bit of maple syrup or honey. They will favor certain veggies and eat around others, but this is always a favorite meal for both my kids (dd 6, and ds 3).
I love what I've heard said about the parents' job being to offer the kids a large variety of healthy foods, and the kids' job to eat whichever of the foods offered they want in the quantities they want. I make a healthy meal, usually with at least two components. I will limit certain things (meat, dairy, bread) to a couple servings, but I basically let the kids choose what they want to eat. One thing that helps my kids decide to try things they weren't planning to eat is to give them a small portion of everything. I give them everything, even the things I "know" they won't eat. When they ask for more of their favorite item I will say, "Okay, let me finish my plate and I'll get you more, maybe you want to try some ___ while you're waiting." If I hesitate even two minutes in getting them their next serving, they will often eat the other things on their plates.
We've been doing a lot more family style meals now that they are older, and they are allowed to serve themselves, sometimes with assistance. They are learning about portions and getting better about not piling too much on their plates. I will still ask them to try a bite of something before their second serving of anything. I don't push it, though; I want to offer them the suggestion/opportunity, but I don't want it to become a power struggle or sore spot.
Another way my kids eat produce is that I make them a "snack plate" or "veggie plate". This can be for snack time, or, even better, for an appetizer when they are hungry and waiting for dinner. I slice up one or two fruits and two or three vegetables and set them out on a plate for everyone to share. It's usually celery, cucumber, carrot, apple, citrus, red bell pepper, sometimes kiwi, etc. Sometimes I add nuts, seeds, or dried fruit, etc. Everything on the plate is a healthy choice. While they may favor the apple, they also eat the other things on the plate, especially when the apple is gone. I always set out the plate and start by preparing the vegetables, then they can get started on those while I'm cutting the fruit.
We also juice. The green juice that dh and I drink is a bit much for the kids, but they will often drink small amounts, and they will almost always drink mild juices with apple, carrot, cucumber, orange, etc. and I usually add a tiny bit of celery or greens.
Lasagna! I always put a bunch of spinach in my lasagna, and the kids eat the heck out of it. And speaking of that, if you make spaghetti you can totally cook a bunch of veggies in the sauce and then blend it smooth -- they'll never notice. I think sometimes my kids pick out certain vegetables because of the texture or because it's too much work to chew them, so mincing them or blending them up in a soup or sauce helps. They will also eat veg in alfredo.
My kids LOVE pesto. I used to think I should limit it, but now I just let them eat in by the spoonful if they want; it's so good for them, all that dark green basil, olive oil, walnuts, and sometimes goat or sheep cheese. Lots of people make pesto with other greens, like spinach, too.
If you make burgers, you can mince onion, garlic, mushrooms, and/or other vegetables finely and mix them in with the meat. It's a great way to increase vegetables and eat less meat/stretch your meat farther. Our kids love enchiladas too, another saucy/cheesy place to stash some small diced vegetables.
Also, find the vegetables they love and make them often. My kids love baked yams. All that orange, vitamin-rich goodness! They can eat them as much as they want as far as I'm concerned. My dd loves a certain way I cook bok choy, so even though ds doesn't eat it, I try to make it regularly.
Hope that helps.