Collaboration, strategy and shared progress: EFCEM’s 2025 General Assembly
EFCEM's General Assembly meeting in London last week brought together the leading voices of Europe's foodservice equipment manufacturing sector for two days of in-depth discussion, strategic planning and renewed cooperation, reports Sam Noble
Held at the FEA's headquarters on 17-18 June 2025, the Assembly brought representatives from the nine National Associations of Producers (NAPs) together to cover a wide-ranging agenda – from market data and environmental regulations to future trade opportunities and internal reform.
For Iain Munro, EFCEM's Secretary General, the benefits of meeting in person were clear. Online meetings may be convenient and environmentally responsible, but “physical meetings encourage greater participation and engagement,” he said. “The opportunity for the secretariats to share insights from their own markets is vital to developing and agreeing on EFCEM's future strategy and focus.”
The new two-day format allowed for more in-depth discussion than in previous years, and was met with strong support. “Hopefully, the new format makes travel arrangements easier and is a better use of time,” said Munro. "The General Assembly was certainly a great success. It generated productive discussion and clear actions to move forward."
That sentiment was echoed by EFCEM President Martin Ubl, who emphasized the importance of unity in turbulent times. “We must adapt to the new era and change for the future,” he said. “The abnormal has now become the norm, but European companies are resilient, well-positioned and adaptable to remain successful in the coming years.”
Adapting to the times
The Assembly included updates from EFCEM's working groups on BIM and connectivity, environment, health and safety, drinking water, and marketing. Also on the agenda were market statistics and strategies for presenting robust data – a key priority for Munro, who noted that this “is critical when engaging with legislators on future regulations and assessing their potential market impact”.
John Cunningham, CEO of FEA, noted a broader cultural change taking place within the Federation. “There's a shift in tone: it's more open, more proactive, and more serious in its engagement with issues that matter to manufacturers.”
One highlight of the two-day gathering was the formal appointment of Alessandro Braione as EFCEM's new Vice President 2 (VP2). Delegates also discussed pressing issues such as CO₂e footprint calculations for equipment, the impact of US tariffs, labour shortages, and the economic outlook, which many reported as modestly improving with hopes of acceleration in late 2025 or early 2026.
Looking ahead, Ubl identified several priorities for the coming year: “We are increasingly focusing on the issues that are really relevant to our industry and that have a real impact on the success of our member companies in Europe,” he said. These include improving the quality and reach of market intelligence, shaping environmental legislation through early engagement, and enhancing lobbying capacity at the European level.
On Wednesday, members heard presentations from Mark Napier, vice president of Dubai World Trade Centre, who confirmed that proposed changes to GulfHost's schedule and location would be paused following EFCEM feedback. Mike Jones and Stuart Charlton of marketing partner 1473 Media also provided an update on the Federation's marketing strategy, outlining improvements in EFCEM's visibility and communications.
A year of achievement, with more to come
Ubl pointed to the broader achievements of the past six months, including an extension of the F-gas regulation implementation period, stronger links with Orgalim, and more structured communication with national associations. “We are increasingly focusing on the issues that are really relevant to our industry and that have a real impact on the success of our member companies in Europe,” he said. “The most innovative technology, with the highest quality standards and maximum customer benefit comes from Europe, and this should remain the case.”
He also noted that EFCEM should remain outward-looking: “We should also look at how other industries are structured and use this to get fresh ideas and inspiration for our own sector.”
On the evening of Tuesday 17 June, over a modern British menu at the OXO Tower, looking out over the Thames and the capital, delegates had a chance to connect informally. “These personal bonds are crucial, particularly when areas of disagreement arise,” Cunningham said. “It's essential to have a deeper understanding of the people and motivations that we are all representing.”
With next year's Assembly confirmed for Lisbon, the momentum generated in London will continue. “We are moving in the right direction,” said Ubl. “Change and transformation should be viewed positively – they make us more attractive, modern, and competitive.”
Further details:
For more information about the General Assembly, please contact Iain Munro: sec.gen@efcem2024.onmicrosoft.com