Ok, just for the record, no one really does "crush the fruit and press the oil himself" anymore, that would be extremely inefficient (and hard work). You pay th

Ok, just for the record, no one really does "crush the fruit and press the oil himself" anymore, that would be extremely inefficient (and hard work). You pay the local refineries to extract the oil. In Istria (Croatia) where I live farmers take their olives to the refinery and get back the first run of cold-pressed oil (here it's still pressed in hydraulic presses, not centrifuges). It's what we call Extra Virgine and it's the highest quality you can get. Refinery keeps the olives and further processes them to get the lower quality oils (at least 2 more runs) and in the end for bio diesel. I presume that's where the most of the oil in shops comes from. The price individual producer can get is ridiculously low compared to the final price you pay in the supermarket, so most farmers prefer to sell it directly when they can. Therefore extra virgin oil of the highest quality never really gets to the supermarkets in the large quantities, it's being sold to the restaurants and hotels directly.