Start by seasoning your beef shoulder generously on all sides with salt and pepper.

Heat avocado oil in a skillet over medium-high heat, then sear the beef on all sides until you get a deep brown crust. This step adds a ton of flavor, so don't skip it.

Once it's seared, transfer the beef to your slow cooker.

In a blender or food processor, combine the fire roasted tomatoes, onion, jalapeno, garlic, all the spices, vinegar, soy sauce, lime juice, and chipotle peppers (if using). Blend it until it's finely chopped and combined.

Pour the sauce over the beef in the slow cooker, making sure it's well coated.

Cover and cook on low for 8-10 hours or until the beef is fork tender and shreds easily.

Once it's done, shred the beef directly in the slow cooker using two forks. Stir it into the sauce so it soaks up all those smoky flavors.

Taste and adjust with more lime juice or salt if needed, then serve it however you'd like!