This answer is not correct, at least not completely (see comments).
Unfortunately I can't delete it as it has been accepted. Your milage may vary.
Use the exec:exec mojo.
<plugin>
<groupId>org.codehaus.mojo</groupId>
<artifactId>exec-maven-plugin</artifactId>
<version>1.1</version>
<executions>
<execution>
<id>exportVar</id>
<phase>initialize</phase>
<goals>
<goal>exec</goal>
</goals>
</execution>
</executions>
<configuration>
<executable>export</executable>
<arguments>
<argument>GGA_FRE=${my.path}</argument>
</arguments>
</configuration>
</plugin>
now call it like this mvn install -Dmy.path=/var/users/groucho