It is eaten, and even prized, all around the world. I have to think that a significant portion of the taboo status horse meat has in the states is branding (not that kind, Tex). In season three episode eleven of Mad Men, a dog food company, Caldecott Farms, is mired in scandal when it comes out that their chow is horse meat, and the suits have a conversation where in they discuss branding: there is no name for horse meat, and the client asks them to invent one. Shall we?
One of the easier tactics might be stealing a name from another language. In the above Wikipedia link, I see that the Japanese call raw horse meat sakura, which literally means cherry blossom. That’s a euphemism that could work.