Plant Breeders Rights, PBR, in Europe exhibits many of the same characteristics and cv. names in alpha numeric code are acceptable. The problem with using Trade Names or rather trade designations, over cultivar names in all instances is that trade designations are also often translations of a cv. name. Echinacea purpurea Ruby Star is a non-trademarked translation of cv. 'Rubinstern'.
edit: Would listing a plant more than once in a search be workable? Some have multiple cv. names anyway and if the trade name was added to the list, ...
