High quality virgin coconut oil should be snow white in colour when it is solid and water clear when liquid. Virgin coconut oils should always retain a coconut smell and taste. If not, they have been highly refined. If they have no flavor they are essentially RBD oil, even if they did come from fresh coconut.
Some virgin coconut oils have a very strong flavor or smell, these are almost always of poor quality. The smell and taste come primarily from contaminates and not coconut. If the oil does not taste and smell like fresh coconut.
The very best virgin coconut oils do not have a strong roasted or smoky taste or smell. They should have a very mild coconut aroma and flavor. The flavor should not be overpowering, but just mild enough to enjoy without altering the flavor of the foods it’s used with.