Shaping the future: an interview with EFCEM’s new Secretary General
January 2026 will see Joakim Granfors become the new Secretary General of EFCEM, as Iain Munro retires. Granfors discusses the future of the Federation and elevating commercial equipment standards across the continent with Michael Jones
For Joakim Granfors, taking on the role of Secretary General of EFCEM, succeeding Iain Munro who retires at the end of 2025, is both “a very big opportunity and a big challenge.” It's an opportunity, he says, “to champion the entire European catering sector at perhaps the most critical moment in its history.”
The fact that EFCEM represents 660 companies through nine national association members gives all those parties “a unified voice in Brussels” through EFCEM's own membership of Orgalim, adds Granfors. That association represents 770,000 technology companies in Europe. "And that is the big point here. We get to say, through Orgalim, 'This is our industry, and we are important.' We can directly influence the European legislation that is impacting our industry, ensure our members interests are taken care of, and shape the future of commercial equipment standards across the continent.”
Previously a Vice President of EFCEM between 2021 and April 2025, in his new role Granfors hopes to enhance the Federation's position of influence by also attracting new members. "There are 27 countries in the European Union. Plus, 17 more non-EU member countries that are part of this great Europe, so I would like to grow EFCEM's membership base. That will give us more power in Brussels, but also to help drive the economic power of EFCEM," he says.
Understanding innovation and its governance
Granfors has spent decades in the industry, including leadership roles with Ali Group and Angelo Po, always driving research and development innovation. This has given him, he says, “a comprehensive understanding of both technical aspects of innovation and the associated governance of it.” His experience on EFCEM's management board has afforded him additional direct insight into how national associations can – and should – collaborate on European challenges. EFCEM, he adds, gives "a voice to these national associations. We understand the complexity of balancing these different member needs across different markets, while maintaining focus on the common objectives that advance the entire sector."
Advancing the needs of EFCEM's members – alongside that of the whole sector – is really at the core of what Granfors is hoping to achieve. "I want EFCEM to become a major player in this game of regulations. And that must be done at various levels, not only on a European basis but also by the national associations in their respective countries. So, it's quite a complicated game, but it can be done well," he says, citing the key work produced by EFCEM's Working Groups and especially designated Task Forces, which focus on core topics such as legislation & compliance, technical standards, sustainability, digitalisation, and industry best practices to ensure members stay competitive, informed, and influential in shaping future regulations and market trends.
For example, a dedicated Task Force comprising sector-specific refrigeration specialists from across Europe was established in 2024 to build the evidence base and regulatory arguments necessary to negotiate the transitional grace period with the European Commission. Their detailed technical evidence and coordinated advocacy underpinned the 18‑month implementing‑act grace period adopted in early 2025, demonstrating EFCEM's capacity to unite fragmented national interests around critical shared regulatory challenges.
Granfors is hoping to continue the great work of his predecessor in the role of Secretary General. "Iain is a really nice character – and he has nearly 50 years of industry experience on top of great leadership skills. He has laid these foundations for the organizational development of EFCEM, which has really brought it to a whole new level. He has also reformed our communications across all platforms. So, he's done an excellent job for EFCEM."
A powerful collective voice
The Federation is, says Granfors, a unique and special organisation. "It is the only commercial kitchen equipment group represented in Brussels. So, we have a major voice, with direct access to EU policy-making – where more than 65% of legislation originates. So unlike fragmented national efforts we can unite these European manufacturers. Many of them are also global industry leaders and we can give them one powerful collective voice. That means that we also must work on formulating standards too, monitor legislation, and influence regulations before they're finalised. So, it makes EFCEM indispensable for manufacturers in this region,” he says.
"And there are certainly a significant number of legislative developments to keep track of, and influence, adds Granfors. Since 2019, the EU has introduced some 13,000 new pieces of regulation. Within that same period, the US has only introduced around 3,000. “The EU is very good at making regulations!” he laughs. "Perhaps they are overworking this a little, but there are a lot of good things that have been introduced, such as The Ecodesign Directive, plus circular economy requirements, and new legislation for energy efficiency, which are really important. So, we must keep across these."
Especially as the industry faces more challenges than ever before, labor pressures, increasing costs from supply chain disruptions and tariff uncertainty, raw material price volatility, and increased competition from non-EU manufacturers are proving to be major challenges for many European manufacturers. Understanding and adhering to complex regulations can be an additional burden, particularly for smaller companies, says Granfors. "The manpower, the hours, and the knowledge required are substantial. They need to be supported at a European level."
The future: smart, sustainable kitchens
With the European commercial cooking equipment sector projected to grow significantly over the years, Granfors predicts smart kitchen technology adoption will also help ease the pressures the industry is facing. “IoT (Internet of Things)-enabled equipment with predictive maintenance, energy optimization, and cloud connectivity will create premium product differentiation and recurring revenue opportunities for manufacturers,” he says. “And members who lead on digitalised energy efficiency will see higher margins, while meeting institutional procurement requirements that emphasize sustainability.”
Factors such as this make Granfors positive for the industry in 2026 and beyond. It's why he is looking forward with optimism. "In the last year, we have seen tourism growing again in Europe. It's really a fantastic place to live in and to travel within. For hospitality expansion, driven by tourism, we need high-quality commercial equipment. Digital transformation with AI driven analytics, and IoT connected kitchen automation will revolutionize operational efficiency. So, we can have these upgrade cycles even in mature markets," he says.
The European foodservice market is forecast to grow approximately 3.7% annually, notes Granfors, so sustainably transitioning “from challenge to competitive advantage” will be pivotal for European manufacturers. A technology such as AI therefore does not have to be viewed as some kind of “devastating blow” to a company. It can instead become a great competitive advantage, if it becomes part of a mindset change, he says.
“So, EFCEM providing more regulatory clarity on things like that, or sustainability, can in turn help members turn that kind of innovation into a business opportunity. This is exactly why I believe 2026 will become a year of confident investment and growth for sure,” he adds.
Further details:
For more information, please contact sec.gen@efcem2024.onmicrosoft.com