If using fresh tomatoes, blanch them in boiling water for about 30 seconds, then transfer them to ice water. Peel, seed, and dice the tomatoes. For a chunkier salsa, skip the peeling and seeding.

In a large bowl, combine the diced tomatoes, finely chopped red onion, minced garlic, chopped jalapeño peppers, and chopped cilantro. Mix gently but thoroughly.

Add the lime juice, ground cumin, salt, and pepper to the bowl. If using, also add the sugar, smoked paprika, or apple cider vinegar at this time. Mix well to combine all the flavors. Taste and adjust seasoning as needed.

Cover and let the salsa sit at room temperature for about 30 minutes to allow the flavors to meld together. For a colder salsa, refrigerate for at least 1 hour before serving.

Give the salsa one final stir before serving. Serve with tortilla chips, over tacos, or as an accompaniment to grilled meats or fish.