Combine the diced tomatoes, whole tomatoes, cilantro, onions, garlic, jalapeno, cumin, salt, sugar and lime juice in a blender or food processor. (This is a very large batch. I recommend using a 12-cup food processor, or you can process the ingredients in batches and then mix everything together in a large mixing bowl.)
Pulse until you get the salsa to the consistency you'd like. I do about 10 to 15 pulses. Test seasonings with a tortilla chip and adjust as needed.
Refrigerate the salsa for at least an hour before serving.