I agree, I think the key is to pick a brand that you know to be reputable and that you can trust. Just because it's a small company doesn't necessarily mean it will be of good quality. I just switched to OO (Olive-Oil) recently from Sunflower Oil, and when looking amongst the different choices I decided to go with NOW: http://www.nowfoods.com/index.php?action=itemdetail&item_id=14017
I've used a lot of NOW products, and they've always been of excellent quality, so I feel pretty comfortable with going with their OO. I think Flora also has excellent quality oils (I've been using their Organic Sunflower Oil), and I would have gone with their Organic OO, but it was over 3 times the price of NOW. I've always found NOW products to be some of the best as far as value/quality is concerned! Bragg, another good company, also makes a good organic OO (Olive-Oil) if anyone is interested: