Warm the pan: Set a large, wide skillet over medium heat and add the olive oil. Choose a skillet with a lid if possible; it helps the eggs set evenly.
Soften the aromatics: Add the onion and a pinch of salt. Cook, stirring occasionally, until soft and translucent, about 5–7 minutes.
Stir in the bell pepper and cook another 4–5 minutes until tender.
Add garlic and spices: Stir in the garlic, cumin, paprika, red pepper flakes, and coriander (if using). Cook for 30–60 seconds, just until fragrant. Don’t let the garlic brown.
Build the sauce: Add the tomato paste and cook it for 1 minute to deepen the flavor.
Pour in the canned tomatoes and their juices. If using whole tomatoes, crush them with a spoon.
Season and simmer: Add 1/2 teaspoon salt, several grinds of black pepper, and the sugar or honey if your tomatoes are very acidic. Simmer uncovered for 10–15 minutes, stirring occasionally, until the sauce thickens slightly and tastes rich.
Taste and adjust: Add more salt, pepper, or heat as needed.
The sauce should be savory and slightly spicy with a gentle sweetness.
Create wells for eggs: Use the back of a spoon to make 4–6 shallow indentations in the sauce. Keep them evenly spaced.
Add the eggs: Crack each egg into a small bowl, then gently pour into a well. This helps avoid shells and keeps the yolks intact.
Poach gently: Lower the heat to medium-low.
Cover the skillet and cook 5–8 minutes, until the whites are set but the yolks are still runny. For firmer yolks, cook 1–2 minutes longer.
Finish and serve: Sprinkle with chopped cilantro or parsley. Add crumbled feta if you like.
Serve right from the skillet with warm bread for scooping.