Getting variables from pom.xml java

I am using eclipse with maven for a mobile automation test on a mobile webpage.

I am defining the following in my pom.xml

<properties>
    <MY_VARIABLE>http://ift.tt/1wZiXBA;
</properties>

but when i am calling this using

String testurl1 = System.getProperty("MY_VARIABLE");

it always seems to return null.

I also tried the following way of defining variable

<plugin>
    <groupId>org.apache.maven.plugins</groupId>
    <artifactId>maven-surefire-plugin</artifactId>
    <version>2.16</version>
    <configuration>
        <systemPropertyVariables>
        <MY_URL>http://ift.tt/11UYtAt;
        </systemPropertyVariables>
    </configuration>
</plugin>

but still am getting the value as null.

I could use some help Thanks.