試してみてください:
bundle exec cucumber features/product/product.feature -r features/
A きゅうりヘルプの最初のオプションを見ることができます
bundle exec cucumber --help
-r, --require LIBRARY|DIR Require files before executing the features. If this
option is not specified, all *.rb files that are
siblings or below the features will be loaded auto-
matically. Automatic loading is disabled when this
option is specified, and all loading becomes explicit.
Files under directories named "support" are always
loaded first.
This option can be specified multiple times.