This is a usability issue - new users to Eclipse struggle with finding the "mvn package" or "mvn install" options hidden in the JBDS menu. Having those under Run As is simply not intuitive. Not too mention that there is a Maven menu, that does not have the build options - which would have been slightly more intuitive.

One proposal is a Build As menu - where I can issue my various mvn commands.

Screenshot of current JBDS 7 context menu (right-click) on a project attached.