In a blender or food processor, add the chopped tomatoes, onion, garlic, jalapeño peppers, and fresh cilantro leaves.

Pour in the lime juice and add the ground cumin, salt, black pepper, and sugar if using.

Blend or pulse the mixture until you reach your desired consistency—blend briefly for a chunky salsa or longer for a smoother texture.

Taste and adjust seasonings as needed, adding more salt, lime juice, or spice if desired.

Transfer the salsa to a bowl and chill in the refrigerator for 15-20 minutes to allow the flavors to meld, or serve immediately.