pom-snippet.xml

            <plugin>
                <groupId>org.eclipse.tycho.extras</groupId>
                <artifactId>tycho-eclipserun-plugin</artifactId>
                <!-- tested with 0.18 -->
                <version>${tycho.version}</version>
                <configuration>
                    <!-- linebreaks not permitted in this arg line -->
                    <appArgLine>-data target/workspace -application org.eclipse.emf.codegen.ecore.Generator -projects ${basedir} -model ${basedir}/model/my.genmodel target/generated-sources/emf</appArgLine>
                    <dependencies>
                        <dependency>
                            <artifactId>org.eclipse.emf.codegen.ecore</artifactId>
                            <type>eclipse-plugin</type>
                        </dependency>
                    </dependencies>
                    
                    <repositories>
                        <repository>
                            <id>kepler</id>
                            <layout>p2</layout>
                            <url>http://download.eclipse.org/releases/kepler</url>
                        </repository>
                    </repositories>
                </configuration>
                <executions>
                    <execution>
                        <goals>
                            <goal>eclipse-run</goal>
                        </goals>
                        <phase>generate-sources</phase>
                    </execution>
                </executions>
            </plugin>